Group: Digipak Mock-up

Our mock up for 'Loyle Carner - Mufasa'

• With the creation of this Digipak, we took inspiration from the disjointed and traditional themed J Dilla album 'DillaDog'.
• We wanted to reinforce the traditional typeface of the 'blocky' hip hop writing to connote a traditional but reinventing attitude for the rapper.
• Although much of Loyle Carner's traditional print work is performance based and lots of meat shots are used, since the beginning of this campaign we have been adamant to change this stereotype by obtaining a new abstract distinction. We have still used a traditional meat shot, although we thought about using simply a light pattern but we thought this associated much more with dance music which wouldn't comply with the conventions of the sub genre. Instead, we distorted the face to create a more dehumanizing and almost distant, criminal theme which could be associated with Hip Hop.

The J Dilla Digipak cover we took inspiration from.