Jollies
Authentically Artificial – Jollies is a Brooklyn based independent record label releasing mostly electronic music.
Task
Branding a fledgling record label from the ground up.
The raw, unpolished edges of NYC—the grit nestled in its cracks and corners—shaped the vision for this Brooklyn-based brand. Its aesthetic leans into imperfection: worn, distressed, and beautifully flawed. Yet, against this backdrop of decay, a striking red-orange tableau emerges, conjuring surreal yet strangely familiar reference points. It’s a view from the tower of the sublime—where textures feel tangible, but reality bends just enough to slip into the uncanny.
Jollies thrives on challenging music, but its identity needed to remain playful, welcoming, and open-ended—an invitation to sonic exploration beyond the usual spotlight. At the heart of it all, a custom-drawn logo brims with charm and buoyancy, ensuring the brand’s rebellious spirit never loses its sense of fun.