Joe Bulley – Soft Shell 

​​

​

The Brief

​

Joe Bulley commissioned Caridade Studio to create the visual identity for his forthcoming album, Soft Shell, including album artwork and merchandise. The brief combined prawn cocktail references with a playful 1970s-inspired aesthetic, alongside a bespoke logotype designed to reflect Joe’s distinctive musical style.

​

The Challenge

​

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.

​

Inspired by vintage food packaging, record sleeves and 1970s graphic design, the identity extends across album artwork and merchandise, creating a distinctive visual world for Soft Shell that audiences can wear, collect and recognise.