Bringing It Back
Keeping Classics Relevant
Fania/Virgin Records
Fania Records holds a legendary spot in the history of Latin Music having represented a stable of renowned artists such as Celia Cruz, Hector Lavoe and Rubén Blades. Much of the popularity of authentic latin music in the American vernacular today can be attributed to Fania’s artists recordings in the 1960’s and 70’s.
In a recent initiative to introduce the artists and their work to a new main stream audience, Fania approached us to partner with them in the repackaging of select compositions for distribution though large retail outlets throughout the US.
Our goal was to capture the rich, dynamic personalities of these great artists while strategically positioning them to a primarily non-latin, contemporary audience.
- Brand Strategy & Positioning
- Naming
- Corporate Identity Design
- Packaging & Point of Purchase Design
- Trade Show Positioning
