It's all about feeling.
Client
Space1999
Work
Brand Identity
Services
- Art Direction
- Visual Identity
- Graphic Design
- Web Design
- Verbal Identity
Challenge
Tinderbox was conceived as a sub-brand of Space1999, a leading name in wholesale music distribution, to bring a retail experience built around the enthusiast: curated selections spanning every genre and sub-genre, distilled down to the essential records and the finest artists each has to offer. The project rests on a simple conviction — that music deserves a life beyond the traditional record store, in spaces just as legitimate though different in kind. What the brand sells is never only the physical format, but the value of a selection tailored to the space in which it is presented.
Thinking
The starting point was to treat music curation not as a service but as an object of desire, rendered through an aesthetic that restores the physical value of both the format and the space in which it is experienced. Every choice that followed — from the claim to the visual grammar — grew out of this tension between the analogue physicality of the record and the pop energy of the culture surrounding it.
Outcome
"We have the feeling" distills the brand's promise into four words — a flat statement of fact rather than a slogan. Visually, the identity plays on the tension between rigor and controlled disorder: a minimal grid that still leaves room for kaleidoscopic compositions, able to break apart and reassemble across touchpoints without ever losing balance or recognisability. The result is an aesthetic pop in its references but disciplined in its execution, built for an audience that reads the sophistication beneath its immediate visual surface.
Impact
The result is a visual system equally at home on a shelf, in a temporary in-store setup, or on packaging, without ever losing coherence: music curation becomes the brand's defining trait, legible before a single record is played.
