The Challenge
Loops created a playful music platform for kids and adults, allowing anyone to play, mix, and build complete tracks using loops from different genres, jazz, rock, country, electro, classical, and more.
The challenge was to unify these diverse musical styles into one cohesive brand identity. The goal was to create a single brand language that could represent every genre while still feeling simple, creative, and accessible to everyone.
Moodboard
For Loops, we gathered visual inspiration from a wide range of music genres, jazz, rock, country, electro, classical, and more, to explore how different styles could live together within one world.
The moodboard became a key tool in shaping the brand direction, helping us balance diverse influences while creating one cohesive visual language.
The Symbol
When we started building the branding for Loops, we wanted to create a symbol that could represent the brand across many different uses and graphic styles.
We took inspiration from the repeat symbol in music notation, which represents loops and transformed it into a playful emoticon-like icon. The result was a flexible and recognizable symbol that could evolve into endless graphic possibilities while staying connected to the core idea of music loops and creativity.
Visual Language
For Loops, we built a bold and flexible visual system centered around vibrant pink, paired with black and white to create a strong and recognizable identity. This balance allowed the brand to feel both playful and modern, while creating a seamless connection between the marketing language and the digital product experience.
To reflect the diversity of the music itself, we created a dynamic color system where each band received its own unique three-color palette inspired by its genre and mood. This approach allowed the brand to express multiple musical worlds while still maintaining one cohesive visual language.
Typo & Icons
To complete the system, we paired the Satoshi and Chillax typefaces, combining clean readability with a more expressive and playful personality. The iconography and typography were designed to stay clean and elegant, creating a balanced visual language that supports the vibrant and dynamic identity of the brand.
Packaging
The packaging for Loops was designed as a two-layer experience. The main box represented the core brand identity, while the outer cover changed according to the featured band and music genre it represented.
We approached each cover like a concert poster, bold, expressive, and unique to every musical style. Each package also included custom stickers and posters, extending the experience beyond the product itself and allowing every band to have its own collectible visual world.
