Vtori Zhivot, Music Album
Print, Digital
SoCalledCrew
2023
Mello (design) + Mihail Georgiev (photography)
Project overview
A contemporary Bulgarian hip-hop album exploring themes of transition and the tension between internal experience and external reality.
- For existing fans of the crew and their previous releases
- For hip-hop listeners and fans of contemporary Bulgarian rap
- For audiences interested in introspective, concept-driven music exploring identity and transition
01 - CD & Inserts
The main visual strength of the project lies in the striking photography by Mihail Georgiev. The visual system was developed around this foundation, using it as a starting point for experimentation with typography, composition, and hierarchy. Through iterative exploration, we arrived at a final direction that aligns closely with the emotional tone and atmosphere of the album.
The CD insert consists of 12 folded pages on each side, with the front cover integrated as part of the sequence. It contains all song titles, credits, and lyrics, along with an introduction to the album and complete production credits, structured to guide the reader through the narrative of the release in a clear and cohesive way.
02 - Digital content
The social media materials were designed as a flexible system adapted to different formats and dimensions. They use the album cover as a core visual anchor, combined with the established typography system, to communicate launch details and events across different cities in a clear and consistent way.
03 - Vinyl
The vinyl serves as an expanded counterpart to the CD, following the same core principles while adapting the format for a larger physical experience. The approach to lyrics and credits is restructured, replacing the extended folded sequence with a clearer layout distributed across both inner sleeves, complemented by an additional folded poster insert that expands the visual and textual narrative of the album.
04 - Additional EP
“Dopulnitelno EP” (”Additional EP”) is a shorter release following Vtori Zhivot. It continues the same visual principles as the main album, with a subtle color accent used to differentiate it as a separate entity. The insert avoids folding in favor of a stapled format, creating a more direct and compact physical experience.