Brief

Fluid is the latest record label to come out of Manchester. ‘The style is going to be house, only more fluid than that,’ says Damyon Anderson-Garrity, art director at Influence Design Group. Anderson-Garrity was responsible for the branding and logo of the label, which has been set up by ‘two northern pop stars’, he says. The packaging is simplistic so it stands out against competitors, he adds. The droplet logo design also had to cater for the top-loader style record sleeve, rather than the standard side opening.