Design Agency : J.design Kommunikation AB
Creative Director : Johan Åhström
Music producer Avicii (Tim Bergling) is today one of the worlds greatest artist and has recently been voted the worlds third most influential person in the world when it comes to music. Two years ago, he revolutionized the traditional electronic music scene when he released his first album ”True”. With inspiration from and by combining a variety of music genres like classic country and traditional Pop among others his albums dominated the charts on music lists all over the world.
His second album ”Stories” followed in ”Trues" footsteps combining genres and was released this year. All 14 tracks on the album were released as singles, which is very unusual for a full-length album. Today all of his 14 singles had been on the top 50 list of Spotify and the success is a fact.
We have been working with Avicii since day one an we’ve produced the full graphic profile, former albums, events, shows among other things and our assignment in this case has been to create the new visual profile for ”Stories”.
The idea behind the graphics has been to communicate Tim himself but also showing the creativity that is constantly going on in his mind, the inspiration from the different genres (connected to the music) and trying to show this genres in with help of colours mixed with musical expressions.
It became crucial to find a powerful idea for the main cover so that it could be a solid base for strong single covers without loosing its connection to the main album. These single covers uses the same pattern and base but with different motives that clearly separates each single album.
The produced items has been cd-covers, Vinyl, Give away boxes (including a special book about Avicii, Bluetooth speakers to be able to play the album, USB stick with the book animated in the content.) merchandise like t-shirts, caps, movie- teasers, online campaigns, launch events and much more.
In this case a special ”moving” cover has been produced for online channels like Spotify, Apple Music, Tidal etc. and it’s the first of it’s kind.
In conjunction with the album release collaboration was made together with Coca Cola where the cover was attached on cans, and a special box with bottles was developed.