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Brand refresh for nightclub staple Sweet Tooth. In rebranding the label, the goal was to create a cohesive and professional aesthetic that strikes a welcoming tone for newcomers while remaining loyal to the collective’s roots. This was achieved by using a pared-back colour scheme combined with playful rave tropes and a polished new logo. These are combined with imagery from Ireland, hinting at the label’s origins in a bold and striking manner. Loud textures are employed throughout, evoking the gritty environs of a basement rave and the industrial aesthetic of Hanoi (the label’s current HQ). A bright sticker set invites party-goers to get involved and spread the word, whilst nodding to the founders’ backgrounds in the Irish graffiti scene. (Featuring photography from Declan Murphy, David Quirke, and Helen Kelleher).

Click here to see the process behind this project.

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