Musica is South Africa’s largest entertainment retailer. This new range was designed as part of a campaign to drive people into the company’s stores by promoting its lifestyle products section. The key objective was to promote the sale of ‘rock star’ lifestyle products by having a strong presence in-store. 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.
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