ABOUT

The Brief:

To design a limited edition 7" vinyl of 'Lovestruck' for Record Store Day that includes two Madness songs that have never been released on vinyl before.

The Concept:

Using the concept of the 'Punch and Judy Theatre', a pop-up 'Lovestruck' version of this was decided to be included inside the package, which meant the remainder of the packaging would focus around this theme.

Using elements of Peter Quinnell's illustration of the theatre, typographic treatment, bespoke vector design, and illustrative cuttings; a composition based on various elements that represented Madness over the years was created. Madness elements included props from the original music video (e.g. the bench and lamppost), as well as illustration and identity from their own ale 'Lovestruck'. Every detail from the colour palette to the original Punch and Judy phrase to describe the back of the package ("He's behind you!"), held this design together that aimed to show-off the true theatrical feel-good, light-heartedness of the songs on the vinyl.

The Success:

The vinyl had sold out before it even went into stores for Record Store Day, meaning that all 1,000 copies made were bought with a significant amount of others (between 200-500) unable to get their hands on one. The true meaning of 'limited edition'. The main area of success was from the fans who were very pleased with the product, as we discovered through the amount of attention it received over social media.

Credits:

Madness / Lovestruck (limited edition vinyl). Union Square Music (a BMG company). Marketing Director: Steve Bunyan. Label Manager: Holly Barringer. Illustrator: Peter Quinnell. Graphic Designer: Neel Panchal.