THE BRIEF

To create an identity for a boutique product, and design surface graphics for three packaging variants, each which contains a different variety of one product. Artwork limited to two spot colours only for each box.

THE OUTCOME

Major Discord is a (fictional) brand that manufactures premium guitar straps. For this project, my three packaging variants were a range of Major Discord straps, inspired by legendary rock guitarists. Each strap reflects a different genre of rock music and a related iconic artist.

I designed the Major Discord logo to reflect its contemporary, bold, youthful, and grungy brand identity.

My three variants were 'Hazy Daze’ (psychedelic rock), ‘Self-Destruct’ (heavy metal) and ‘Causal Nexus’ (punk rock). The packaging graphics were developed in alignment with visuals and elements that are commonly associated with their relevant genre.

Additionally, as part of the creative brief, an additional bespoke asset was designed to be included in each variant’s packaging. In response to this, I created a strap care instructional that also functioned as a limited edition, keepsake poster. Each poster featured lyrics from an iconic rock artist associated with the respective genre.