We are vinyl
We Are Vinyl is a curated online shop for all those who not only collect records but also see them as cultural objects. Initiated by Sony Music Germany, the shop offers carefully selected pressings, specials, bundles, and limited edition box sets, deliberately focusing on quality over quantity.
We developed a comprehensive design concept for the new brand, which includes not only the online shop itself but also social media communication, merchandise, packaging, and print materials.
For We are Vinyl, we translated the special feeling of listening to analog music into a contemporary brand identity that is primarily designed for digital touchpoints and appeals to listeners aged 20 to 40 in particular. This is precisely where vinyl records are making a comeback: vinyl sales have tripled since 2015 and have reached around 153 million euros in 2024. The largest growth comes from the 20- to 40-year-old demographic, who are rediscovering vinyl as a lifestyle product and design object.
Our visual identity combines the warmth of analogue with a clear and modern design language. The design remains flexible and concise throughout, from logo to merchandise. Subtle references to iconic sleeve designs and classic hi-fi elements ensure recognition without being obtrusive. Micro-animations and individually developed icons bring fun and dynamics to the branding, making the brand tangible at every touchpoint.
Specially developed image and video motives, which we generated with the help of AI, create a world in which young vinyl fans immediately find themselves at home. The atmosphere is characterized by warm light and a feeling of home. Between retro vibes, cozy rooms, and soft colors, a community emerges that belongs together. It is diverse, open, and connected by a love of music. Each scene tells the story of people who are different yet seek the same thing: genuine moments, shared experiences, and the special magic of analog in a digital age.
In addition to all the digital aspects of the brand identity, we also came up with suggestions for apparel and merchandise items. After all, We are Vinyl is more than just an online store — it also aims to create identity, strengthen the community, and raise visibility beyond the commercial aspect.
You’re planning a digital project or want to promote your business digitally? Then let’s get to know each other.
