W Hotels was in need of packaging for their new label, W Records. The goal of the label was to curate up-and-coming artists and have them record music in W Records studios all around the world. For the first selection of artists, a design system needed to not only tie the records strongly to the W brand using its colors and mark, but also allow for a simple and sophisticated way to differentiate each record. Additionally, the system needed to be simple, yet collectable + work together as a single design piece.
The solution was a diecut package that took each color sequentially from the W Records gradient. Through deliberate placement of minimal type, each record distills its design to as little information as possible. The artist and track titles are printed only once – on the vinyl label. This allows the shift between the matte, fluorescent jacket and the transparent, glossy record inside to be the single, focused source of visual tension.
When put together, this effect is strengthened further; the records stack to make a single “W” through the collection itself.
Photography by Amy Lithimane
