the petri dish
brand identity, graphics,
Weaving a story and developing visual content to launch an experimental music project. Targeted at the hip urban youth, this curious edgy narrative runs through the packaging identity, communication and on-screen graphics.
We decided to create a story with characters that could take the experience of the Petri Dish Project across media and give the project enough visual play, and memorabilty. Drawing upon iconic characters from popular culture, such as Alice in Wonderland, Morticia Addams and the mad scientist, we reinvented them to work with the experimantel sounds and formats.
The high-energy audiences, in-your face lyrics, edgy acoustic and electronic vibes, called for exceptionally high decibel levels in terms of art and design. The Imagery and visual language was used across the album cover, projections at concerts and digital viewing.
Inspired by the rock artists vision, the design concept and narrative germinated from the unimaginable magic that is incubated in a petri dish.
Drawing from our collective past and the hallucinatory imagery associated with rock music we decided to create a cast of characters that worked with the music and lyrics. Alice in Wonderland, Morticia Adams and the mad scientist, classic characters from popular culture reappear, reimagined to work with the experimental sounds and bizarre culture grown in the petri dish.