Musica is South Africa’s largest entertainment retailer. This new range was designed as part of a campaign to drive people into their stores by promoting their lifestyle products section.

Using only three different colours, the packaging design and copy had to communicate the in-your-face, anti-establishment rebelliousness of Rock music while not taking itself too seriously in the spirit of the Musica brand.

Using no other formal promotion elements, we coincided the launch of this campaign with Father’s Day. Remarkably we sold 11% of all the stock during that weekend. It was also well received by the online community where it was posted on various blogs.