scratch cat records
A love letter to analog music—where vinyl lives, stories spin, and nostalgia thrives.
This project was for a brand redesign for a local record and book store it includes a comprehensive brand guideline package featuring a new custom logo, defined typography system, and a versatile colour palette that evokes warmth, authenticity, and is timelessly cool. The identity blends retro sensibilities with contemporary touches and was designed to appeal to vinyl enthusiasts, casual crate diggers, and new generations exploring music through physical formats.
Beyond the core brand elements, I created a range of promotional materials and advertisements, as well as a fully responsive digital design. The web and mobile design reflect the brand’s tactile energy, while offering a smooth and intuitive user journey. Features include event schedules, new/featured records, an online shop for rare records and merch, and a section for community storytelling.
Highlighted Skills: Brand Identity Design, Logo Design, Illustrations, Print & Promotional Design, Responsive Digital Design,
Concept: I designed a new full brand identity for Scratch Cat Records, inspired by the tactile magic of analog media and the communal spirit of music lovers. The identity draws from classic record stores, vintage gig posters, and a touch of 80’s basement nostalgia, the visual system merges gritty charm and edge and is a celebration of music’s past, present, and the stories in between.
Typography: I built a type system using bold serifs and slab fonts reminiscent of 60s–70s album covers. Expressive treatments like wavy kerning, stacked type, and stamp-like textures capture the DIY energy of band flyers and zines, giving the identity edge, soul, and character.
Colour Palette: I developed a simple, clean and saturated palette. Using a base of warm black, off white and cream with a pop of rust. These colours feel worn-in and iconic, like a favourite record sleeve or a vintage patch on denim.
Visual Language & Illustration: I incorporated a number of hand drawn graphic elements to give the brand personality and character. These features are memorable and echo the handmade aesthetic of vinyl culture. These imperfect, tactile cues reinforce the authenticity and love behind the brand.
Community-Driven Storytelling: Every brand touchpoint from price tags and posters to tote bags and event signage tells a story rooted in musical heritage and local culture. These narrative layers deepen audience connection, whether through nods to legendary albums, tribute illustrations, or in-store event design.
SCRATCH CAT RECORDS KEY INSIGHTS
This project also included a complete website redesign rooted in user experience and brand cohesion. From streamlined navigation and an intuitive shop page to bold on-brand typography, color, and graphic elements, every digital decision was crafted with both aesthetics and functionality in mind. The site now supports customer satisfaction through seamless online shopping, dynamic featured content, and clear pathways to purchase.
Across both physical and digital touchpoints, Scratch Cat offers a layered, lived-in world that invites discovery. Social media assets, promotional ads, and merch extend the brand’s presence, all reinforcing its vintage soul with a fresh spin. From art direction to UX/UI design, this project reflects my ability to build an immersive, multi-platform identity that connects emotionally and converts practically.
Scratch Cat Records is more than a brand—it’s a feeling. It captures the warmth of flipping through crates, the thrill of discovering a hidden gem, and the deep-rooted joy of analog culture. By blending retro textures, expressive typography, and modern design sensibilities, the identity feels both familiar and refreshingly new.
This project demonstrates my ability to design a multi-sensory, story-driven brand system that thrives across platforms from print to digital. From gritty gig-poster vibes to web interfaces that echo the rhythm of vinyl culture, every detail was crafted to foster connection, community, and a love for music that transcends generations.
