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Layers of Truth

PR Packaging done for Azadi Records

Industry: Packaging & Branding

Year: 2022

Design Brief

A PR packaging concept celebrating Azadi Records' 5th anniversary, reflecting its rebellious, thought-provoking brand identity.

Azadi records logo
Understanding their language and colors

Research

Azadi Records embodies cultural consciousness, diversity, and social activism. The packaging needed to align with these themes while engaging its audience.

Ideation sketches

Ideation

The concept revolved around layered packaging, symbolizing hidden societal truths and storytelling through unwrapping experiences.

Full PR package

Solution

  • Multi-layered packaging concept representing diverse perspectives

  • Graffiti-inspired visual language reflecting urban storytelling

  • A curated PR box with exclusive merchandise and collectibles

  • T-shirt, neon sign, and diary for brand storytelling

  • Interactive layers that engage the recipient

  • Bold, rebellious aesthetics capturing the label’s essence

Open package
Inside the package

Placement of contents

A look at the contents inside

Inside the box

Prototyping

For the Layers of Truth packaging project, we created a basic paper mockup to test the structural design and concept before final execution. This prototype allowed for:

  • Form Exploration: Understanding the layered packaging system and how it unfolds.

  • Material & Size Validation: Ensuring the dimensions and layout worked as intended.

  • User Experience Testing: Simulating the unboxing experience to maintain engagement and brand storytelling.

Mockup 1
Packaging die cut
Prototype

Impact

The PR package fosters brand engagement, strengthens artist collaborations, and visually represents Azadi Records' philosophy.

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