Vinylbox are an online subscription brand for carefully curated vinyl. You pick the genre and they select a range of vinyl to be sent to your door every month. With millions of vinyl albums released through the years, they do the crate digging, so you don’t have to. They use the ‘wisdom of the crowd’ to cut through the noise to bring you the best music from the genre of your choice. Mixing in single and double LPs, along with limited editions and coloured vinyl. Not much can beat that twinge of excitement you feel when your VinylBox arrives. We were approached to help them define their brand across a range of applications from social media to the subscription boxes themselves. The brand needed to speak to a range of music lovers; from country to club, hop-hop to heavy metal. So it was clear that the approach needed to easily adapt and appeal to different tastes of music on a universal level. A connection that is curated around a mutual love for music, singling along to your favourite tune. The execution sees the playful use of lyrics from songs which relate to the service or application of the design. If it's the subscription box the lyrics are about having a great time or listening to music to express the result of receiving the packaging. If you are signing up to their marketing the messages are linked to that. This gives the brand a universal language that also engages with the consumer to see if they can guess the song. Like music this approach connects all music lovers to a common love.