Smoking Records is an independent rap, hip-hop and trap record label, based in Monterrey, Mexico, founded in 2015.
The collective consists of a crew of 10-15 Mexican born rappers, musicians and composers, (as well as a few video editors and event planners who work alongside them), and began officially releasing records in 2017.
They are now recognized in over 17 states all over Mexico and some in the U.S.A.
The branding for the label was developed by using a combination of design thinking and falling back on emotional design: Briefing the client; then getting acquainted/familiarized with the specific wants and needs of the brand, the taste, personality and mindset they represented, to establish a concept and a personality for their image.
Their influences are the modern rap and hip-hop scene, however, we chose to go with an old Blackletter style font because of it's dramatic thin and thick strokes, to evoke a certain sense of "drama", uplifted by the more "modern" and simple, fresher font underneath it.
The colors are dramatic bold black and white mostly, which can be offset by subtle hints of secondary red tones here and there.