AIGA Baltimore Flux Finalist | 2024
Experimental Vinyl Packaging
Overgrown
The experimental vinyl is a way to display the culmination of Melanie Martinez’s music through the packaging. The transition shows the lighter, pastel “Crybaby” era, through K-12, into the creepy, other-worldly side of “the Creature”.
The back-and-forth play created between the two sides not only references her change in music but also the attitudes of her current audience and fanbase.
The title of the album, Overgrown, was chosen due to the connective implications from all three albums. In a literal sense, the new era Martinez has created is overtaking the Cry Baby era. Figuratively, the title stems from the visual and emotional journey Martinez herself has admitted to going through, as well as the journey her persona has undergone.
The Back
The Unboxing Experience
The goal of the packaging is to create a physical way for the viewer to dive into the push-pull of Martinez’ style. The external cover does so more visibly, with each album’s song highlights getting their own “font”. The lyric sheet reflects this transitionally through the progression of the booklet, including hidden messages in the icing.
Side A
Side B
Lyric Sheet
Social Media Campaign
All ideation, creative direction, and prototyping were self directed