Sub Pop
Designer Series 2025
Sub Pop Records is an independent record label most associated with “the grunge movement” as it fans early releases by Nirvana, Mudhoney and Soundgarden. It’s current roaster sees bands like Iron and Wine, The Postal Service and Father John Misty- artists they feel shift the definition of “we”. The 36 year old powerhouse label has grown deep roots in Seattle culture and indie music. It was an honor to be invited to design a merchandise collection for 2025 that stands as a reflection of brand, city and sound.
ACD: Sasha Barr, Design: Teresa Grasseschi
Process & Approach:
I framed the approach for this collection through the lens of audio mixing. I required myself to include one or more element(s) for each ask: brand, city and sound. I then wove those channels together to create work that felt powerful, clear and reflective of a “we” on par with the Sub Pop roaster. To reflect city: the head of a sea bird (Cormorant) sits on the body of a city scavenger (Crow). To reflect brand: a record is played in active nature movements- as a meteorite and on a rose bound turntable. To reflect sound: the Sub Pop bird screams into its mic.
The color work focuses on blending the punk undertones of the brand with lighter nature elements (water, sun) through the combination of a deep chocolate brown with 80’s style pastel tones.
Multiple black and white sketches were presented to the client and the chosen directions can be followed through the connected line.
