MAIP 2020 Art Direction Project
Art Direction, Design
Koffee is a reggae singer based in Kingston, Jamaica. As a lover of dancehall music and a child of Caribbean descent, I was inspired to bring a new vision to Koffee's next era.
For my rebranding, I wanted to capture the sense of Koffee moving out of Rapture into a place of bliss and delight, which is much more refl ective of her easy-going, yet eccentric personality.
I imagined her sound moving into a mix of reggae and r&b, and created a softer essence to her that reflected “Euphoria”, which is what I named the era.