Graphic designer Sönke Holz is a 2013 graduate of the Iceland Academy of the Arts.
His graduation project We Ain’t Music is a rebranding for the record label We Ain’t from Hamburg, Germany.

The project focuses on limited edition vinyl releases with elaborate packaging aimed at vinyl collectors and music lovers who enjoy the cover art of record sleeves as much as the music.

We Ain’t Music showcases two releases with silkscreen printed and hand folded sleeves to give each of them a unique look and feel and to make them more interesting for collectors.

Furthermore, the rebranding provides the label with a new logo, a business card and several brand related items.


The logo has a typographic part and a symbol part, which consists of a line and a half circle representing record sleeves and records. This symbol will change from one release to another by throwing special dice and a combination chart which tells the user how to combine them for the next record using custom-made stencils.

The business card is round and comes in a sleeve looking just like a miniature record and communicating what the brand stands for within the blink of an eye.

According to the designer, a musician, dj and record collector himself, too,

Although in our digital age music is mostly sold and consumed digitally, there are people who still believe that an object like a record is important and enhancing to the whole experience of enjoying music.

The project was exhibited at Reykjavik Art Museum in the LHÍ Final exhibition 2013.
Images courtesy of the designer
This is our second edition of our yearly round-up of final projects by brand new designers graduating from the Iceland Academy of the Arts.