When HedKandi launched the label had no money. Things are very different now, however at the time they were skint and OrangeCurve (my agency) worked with them practically for free, on the condition that the OC brand appeared upon a number of key releases and supporting materials... For example - when producing this work I was able to include a lot of personal information throughout the designs of the original sleeve artwork. From the birth of my first son (Charlie) to the weather outside the office whilst I was working (raining mainly)... it was kind of blogging on very expensive record sleeves. I also able to include a great deal of nonsense copy. My favorite being on the CD label of 'Serve Chilled' were we included the line 'please wear hand jackets when handling this product' and on all the CD's we wrote the line 'DO NOT EAT'. This line has now gone on to be both the name of a successful UK indie band and a record store in Soho London.

OrangeCurve was responsible for the Art Direction, Logo and overall Design / Creative Direction of the project... the cover girl (Kandi) illustrations were completed by the extraordinarily talented Mr Jason Brooks.

As we all now know, HedKandi has now gone to become a major dance music record label... it even has it's own plane.

In addition, for the launch of the HedKandi dance series OrangeCurve, my small music industry based design house, created a number of launch posters that placed the same importance on the product as with the design team that completed the work.