Sound system institution Mungo’s Hi Fi gets dancehall poster-inspired rebrand

With the refresh, Warriors Studio answers the question: “How can we capture the feeling of being at a festival on a warm summer evening with an identity?”

Date
16 December 2021

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Bringing a fresh perspective to Mungo’s Hi Fi’s 20-year legacy, Glasgow design agency Warriors Studio creates an identity that reflects its long-standing position and famed club energy, while opening the doors to a new generation of listeners. Arming the music collective with an identity that feels “uplifting, diverse and has integrity”, the full scope of the project encompasses brand identity, website design, graphic design, social media, posters, merchandise and communication strategy.

It also seeks to change perceptions around the breadth of music that Mungo’s Hi Fi plays and releases. “Over the years, Mungo’s have progressively expanded their reggae and dub roots,” says Warriors Studio, “[it’s] introduced rich soul-inspired sounds, new electronic flavours and recently what could be considered ‘pop’ vibes.” With a range of genres within the Mungo’s Hi Fi sound currently overlooked, Warriors Studio looked to better communicate the brand’s true identity.

Warriors Studio: Mungo's Hi Fi Rebrand (Copyright © Mungo's Hi Fi, 2021)

To evoke the feelings associated with festivals, raves and gigs, the agency created a colour palette that oscillates between a “summer evening with warm tones and gentle gradients” and “dark club night energy... by introducing heavy amounts of black”. The final identity takes on opposing atmospheres of day and night where appropriate. For other areas, Warriors Studio took inspiration from dancehall posters, introducing a gradient treatment for type inspired by the iconic works it found, often painted directly onto club walls.

The new typeface for Mungo’s Hi Fi came from Oh No’s Obviously, with its large family offering flexibility to work seamlessly across the brand. While, “mixing and matching the weights and widths of the family helped create an irregular visual rhythm throughout the identity,” says Warriors Studio director Beth Wilson. Like the rest of the rebrand, the studio claims the new typeface perfectly balances “seriousness and personality,” – a feeling apt for Mungo’s.

GalleryWarriors Studio: Mungo's Hi Fi Rebrand (Copyright © Mungo's Hi Fi, 2021)

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Warriors Studio: Mungo's Hi Fi Rebrand (Copyright © Mungo's Hi Fi, 2021)

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About the Author

Liz Gorny

Liz (she/her) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, she worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.

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