Project
Sleeve artwork and campaign visuals for Om Unit, Jubei and Tyrone on drum and bass's most iconic label.
Summary
Goldie built a visual language over decades. You do not ignore it. You earn the right to add to it. Soda created sleeve artwork and campaign visuals for releases by Om Unit, Jubei and Tyrone on Metalheadz — each with its own identity, all sitting inside the label's world. The work spanned 12-inch vinyl sleeves, digital assets and campaign support that had to feel at home in a record shop bin, on a screen and in a DJ bag.
Role
Services
Challenge
Make visuals that feel aligned with a heavyweight music culture context without slipping into imitation or pastiche. Each artist needed their own visual identity while still feeling like part of the Metalheadz family.
Approach
We studied the label's visual heritage closely — not to copy it, but to understand its rules. Then we broke those rules carefully. Each sleeve was built around the specific artist's tone: Om Unit's cinematic weight, Jubei's precision, Tyrone's raw energy. The unifying thread was restraint — letting the music culture speak rather than shouting over it.
Outcome
Visual work that fits Metalheadz's world while still feeling like a genuine contribution to it — sleeves that look right in the bin and hold up on their own.
Deliverables
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Back to all work
video & campaign