I re-branded Fat Possum Records, a southern blues label that represents some of the coolest acts in upcoming rock, indie, and folk music. Though they may be trying their best, their current branding is outdated and inconsistent. Their logo currently says nothing about what Fat Possum does. I wanted to elude to the idea of music without being too upfront and cliche, so I illustrated the possum's eye to be a record icon. The re-design of fat possum was inspired by their tagline "Trying Our Best" which to me exclaimed a very specific DIY attitude. I called upon my india ink and smudged some charcoal to create this large, messy hand-done type.