Studio Gruhl has taken a deep dive back into the vibrant Berlin techno scene of the 1990s, crafting an identity for the newly launched female-led label, Spellbound. The studio’s founder, Malte Gruhl, highlights their research-driven approach, stating, “We are all part of culture and need to understand and communicate where our influences come from.” This philosophy guided the studio in creating a distinctive visual language that stands out in a predominantly male space.
When Shaleen, a DJ and the mastermind behind Spellbound, sought collaboration for her label, Gruhl’s team began extensive research to foster a unique identity. Inspired by Shaleen’s vinyl-only sets, a nod to the techno scene’s gloried past, the studio unveiled a design inspired by the beat of the 90s. Malte observes that the essence lies in “raw, brutal 3D elements” that echo the aesthetics of an era where techno pulsated through derelict buildings.
The creative process established a foundational design framework comprising a grid, colour palette, typeface, and a robust logomark, allowing for unified application across various platforms. Alongside this, a collection of vibrant 3D assets was developed, enhancing the brand’s visual library with captivating illustrations reflecting an early internet vibe. Elements were crafted around three core concepts: “Attitudes of Berlin, traces of Berlin, and colours of the city,” which included scanning and digitally reconstructing ripped posters found across the city’s streets.
Despite their raw appeal, Gruhl emphasised adaptability in the design elements, akin to assembling a collage, ensuring the brand could evolve over time. “When we create a brand identity from scratch, we need to give them enough freedom… so that our design system can adapt,” Malte explains. This flexible structure serves as a dynamic “canvas” for integrating up to 50 unique assets, fostering collaboration and continuous innovation among artists within the Spellbound label.
Studio Gruhl explores Berlin’s 1990s techno scene to create a distinctive identity for the female-led label Spellbound. This research-driven studio combines nostalgia with adaptable design elements, crafting a unique visual language that evolves with the label’s strategy. Their work is inspired by vinyl sets and the city’s vibrant character, ensuring a lasting impact in a male-dominated industry.
Studio Gruhl’s refreshing take on Spellbound showcases a purposeful blend of nostalgia and innovation. By honouring Berlin’s rich 90s techno heritage through adaptability and a unique visual language, they establish a powerful identity for a label that promises to thrive amidst industry dynamics. Their commitment to cultural understanding and creative evolution may very well shape the future of female-led initiatives in the music scene.
Original Source: www.itsnicethat.com
