Joe Bulley – Soft Shell 

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Brief

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Independent musician Joe Bulley commissioned Caridade Studio to develop the visual identity for his forthcoming album, Soft Shell. The project included the creation of the album artwork alongside a collection of merchandise, with the aim of producing a distinctive visual language that reflected the artist's playful, offbeat personality while remaining commercially adaptable across apparel, packaging and promotional material.

The brief centred around recurring references to prawn cocktail, combining nostalgic British food culture with a bold 1970's -inspired aesthetic. Alongside the illustration, I was asked to design a bespoke logotype that felt authentic to Joe Bulley's musical identity while drawing influence from the expressive typography of the 1970s.

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The Challenge

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The challenge was to transform an unconventional concept into a memorable visual identity that felt both humorous and emotionally resonant. Rather than relying on existing typefaces, I designed a custom hand-lettered logo featuring a warm retro gradient and two horizontal lines running through the lettering, subtly referencing the staves of a musical score while reinforcing the rhythm and movement of the artist's work.

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At the heart of the project is an anthropomorphic prawn cocktail character, submerged in an overflowing cocktail glass with an expression of weary resignation—as though it has simply had enough. This tongue-in-cheek illustration reflects the album's dry humour and self-aware storytelling, balancing absurdity with personality in a way that feels instantly memorable.

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Inspired by vintage food packaging, record sleeves and 1970's graphic design, the resulting identity extends seamlessly across merchandise, allowing the artwork to become more than an album cover. It establishes a recognisable visual world for Soft Shell, demonstrating how illustration and typography can work together to create a cohesive brand that audiences can wear, collect and immediately associate with the artist.