Hip Dozer
Identity Design
Record Sleeve
Cassette Tape
2019
Hip Dozer is a french label that aspires to represent a scene often limited to the adjective lo-fi.
By assigning me the design of their new Compilation, they wanted to shake things up, get rid of the stereotypes linked to this culture and reshape the visual landscape drastically.
The NRV typeface is the result of Roxane Gataud’s workshop at ESAD• Valence. An introduction to type design by experimenting with shapes: no pencil allowed, only scissors and paper. My point was to create a font with massive serifs, so I could write inside.
The type didn't end up in the project for no reason. In fact, the way I agenced, cut and assembled these paper sheets were similar to how producers chop a sample to make something out of it.
The same philosophy was behind the use of the frames and ornaments. Like beatmakers I dug into hundreds of type specimens to find these forgotten shapes from a Deberny-Peignot catalogue
The design relies on the statement that hip-hop is a kind of modern archeology through the art of digging and sampling. The visual displays borders and ornaments from a Deberny & Peignot catalogue. The inside is inspired by some old archeology books from the 20th century, Each object portrays an artist/track.
