Blue, the in-house design team at Sony Music Entertainment, has created packaging for the Haiku record label. The name is taken from an epigrammatic Japanese verse form of 17 syllables, based on the theory of ‘less means more’. The label is aimed at the independent pop music market, and intentionally distanced itself from its origins as part of Epic/Sony in a bid to be less corporate. The printed card band, which also holds the compact disc inside its packaging, is the only section of the recycled card case to be printed. The concept is applied to both vinyl and CD cover.

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