brand book

SIDE 1
Manifesto 4-5
Our Story 6-7
Emotions 8-11
Meet the Guides 12-13
JERRIKA STERLING
ART DIRECTOR
STERLING.JERRIKA@GMAIL.COM
SIDE 2
Logo Specs 16-17
Color and Type 18-19
Website 20-21
Packaging 22-23
Sample Pressing 24-25
Store-front 26-27
In-store Art 28-29
NICO GIAN-CARLO GIARRANO
COPYWRITER
NICO.GIARRANO@GMAIL.COM
SIDE 3
Event Details 32
Event Phases 33-35
Vip Package 36-37
JASON SCHRODE
DESIGNER
JASON.SCHRODE@GMAIL.COM
SIDE 4
Print Ads 40-41
Guerilla 42-43
Banner 44
Extension 45
RENEE POGUE
COPYWRITER
T.RENEE.POGUE@GMAIL.COM

There are two kinds of people in the world.
Those who think the order of a mix matters
and everyone else. We believe a great
playlist can rival the greatest of albums.
That a curated selection of songs is more
than the sum of its parts. For every mix
an occasion and every occasion a mix. We
know that sometimes you don’t know what
to say, and the only way to say it is through
that b side no one else has heard. Sharing
a mix is a window into the maker, a way
to immortalize a moment, a memory, a
whole season. Some mixes aren’t made for
anyone but yourself. Others are made for
entire parties.
Who you are lies somewhere down under
your car seats with the scratched up CD’s,
scrawled sharpie on top. The tapes, warped
and faded, filled with songs cut straight
from the radio. We believe that with all
the options in the world, sometimes it’s
better to let go and not be able to stream,
skip, download, rip, shuffle or otherwise.
It isn’t a collection if it’s just in the cloud.
Something real and physical makes what
you felt that more real too. Maybe you just
need to sit and think and remember, or
maybe you need to forget.
Whatever your mix, let it live on.

T
For
Two and a half decades ago, a young college
kid, Corinne, sat by her boombox for an
entire evening, recording the right songs
to put on mixtapes for three friends she’d
met working at her college’s radio station.
When she arrived the next day to deliver
the gift she’d worked so hard on, she found
the other three —Pedro, Matt, and Johanna
—all had the same idea. From there, an
inseparable bond was created, borne out
of a love for the crafting a perfect mixtape.
This adoration continued when Pedro and
Corinne established their own independent
record label, Polite Society, as a way for
them to promote and market the hazy
garage rock Johanna and Matt were making.
Their little label was soon infamous in
Detroit, and the greater Midwestern area,
for their highly sought-after collaborative
mixes immortalized on 7” vinyl. Mixes that
were a natural extension of their enduring
love of a well-made mixtape.
Even after Polite Society folded, the idea to
let others experience the pleasure they had
creating the playlists for the records didn’t.
This desire led to the birth of Lacquer &
Press, giving everyone the ability to craft
their own blend of artists and genres to
forge a truly unique 7” or 12”. Every mix
is as unique as the emotions that go into
creating the perfect playlist.
the first time, everyone can make their
emotions tangible.

Search our database. Choose your songs.
Pick the perfect order. Title it and send
it. We press your mix on 180 gram vinyl,
package it in a customizable sleeve and
ship it directly to you.

Don’t leave it all on the dance
floor. Save some for the mix. You’re
starting something tonight, or maybe
just kind of enduring it. Either way,
the hits better keep coming. One
wrong song can clear the dance floor.
Most mixes have an audience of one
or two. This one has a guestlist. The
important thing to remember is to
let go. The music is loud enough that
no one can hear how off key you are
and it’s dark enough in here that no
one noticed your legs haven’t moved
for the last three songs. Don’t worry
about the inevitable pictures posted
tomorrow. If you don’t look stupid,
you’re doing it wrong.

Between grief and nothing, always
choose grief because along with it
comes beautiful music. These are
the songs that connect you with
those that are gone, close your eyes
and there they are maybe, standing
over the sink or wiping a tear off
your cheek. Something has ended,
hasn’t it? You can always go back
though. But you don’t have to. You
can choose to be distracted.
It’s all in the music.

Can you hear me? Pining from
across the room? Or that? That’s
the sound of our hands touching
and neither of us doing anything
about it. Now it’s the sound of
us moving past the early fog, and
not being afraid of it. But all those
songs shared are ruined now, as
you lie in your room staring at the
ceiling. Alone, feeling terrible but
relieved all the same. These are
the sounds that you won’t be able
to listen to for a few years until
one day you happen to catch them
somewhere and only have a fleeting
sense of a time that isn’t any more.

In store and online Guides assist clients
with the mix making process. Their job is
to elevate the final product to something
larger than the sum of its parts and make
up for any client’s lack of expertise.
Curation is highly personal and
comes from an emotional place, but
sometimes it may need to be translated
to authentically recreate a mood, time,
memory, ambiance or emotion.
The Guides are available to offer
suggestions for themes, songs, artists,
and flow of the mix — but never from a
place of judgement. They are neutral even
down to their dress.
Stoic, calm, collected, approachable and
available. The Guide is not an expert in
music alone, but the emotion tied to it.

Logo either black or white with opposite
color background.
Record and type can be used
independently of each other as long
as they are not both on the page.
Logo should not be contained within a
holding shape.
Do not colorize the logo.

Do not colorize the background.
Do not tilt logo unless it is being
used as signage.
Do not stretch the logo.
Do not use the logo on an image.

Our colors were chosen based on those representing
the 3 main emotions utilized in making mix tapes -
grief, love and celebration.
C:38 M:11 Y:11 K:0
C:1 M:32 Y:77 K:0
C:20 M:100 Y:75 K:5
C:11 M:6 Y:6 K:0
C:100 M:100 Y:100 K:100

Scala Sans Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vvw Xx Yy Zz
Clean sans serif to contrast the hand-lettered feel
of Jerrika’s Caps. Used for body copy.

Lacquer & Press Inc 20489 Hollywood Blvd Los Angeles, CA 90003
Our website is a hub for music lovers and remote customers. Scroll
down to spin the record. Click through to start the same mix making
process online as you would in the store. Guides are on standby to
online chat and answer any questions.
login / sign up
ABOUT DISCOVER MIX SHOP CONTACT
get waxed

A personalized mix comes in a black chalkboard
sleeve with a set of branded pastel markers.
This allows the owner to customize the cover.
A Track listing is printed on the backside.

merchandise shelf 1 merchandise shelf 2
chair chair chair
record kiosks
guide’s
table
chair
register 1
chair
mixing tables
chair
register 2
120 ft
chair
chair
register 3
swinging glass
door
albums of the week
interactive screen 1 interactive screen 2
door to back
200 ft

No one is immune to emotion. The mechanical and impersonal process
of pressing a mix is met with the messy and emotional process that led
to making it. The color always seeps through.

A concert headlined by our first customer,
Jack White, curates his own mix. 1000
copies are pressed. He covers the songs
live. Meanwhile tours are held of the
storefront and factory in back.
Everyone has a grand time.
Large mural of collaged record covers put
up on side of building in Detroit close to
the store’s upcoming location.
Date and time provided.
One hundred 7” vinyls are pressed
containing Jack White’s cover of a song
from his as yet unannounced mix. Put out
on Black Friday, these are not promoted
in any way. On the record, following the
song, Jack White has recorded a message
inviting all to attend the upcoming event
on Record Store Day. The only details
provided are address and time.
Social media buzz picks up.
Radio interview with Jack White. Press
release. Interview and feature with
founders of Lacquer & Press printed in
popular music magazine (online/print).
Small versions of poster from phase two
are put up around town.

Thank-you package sent to VIP customers after the event.
Along with a coupon for one free press, they will receive:
One (1) Brightly-colored noisemaker, for the good days
One (1) Full box of tissues, for the bad days
One (1) Fluffy pillow, for the so bad it’s good days

Lacquer and Press specializes in giving the customer a hard
copy of an emotional experience, illustrated here by various
mementos and keepsakes that hold personal significance
and may end up in an old shoebox under someone’s bed.

Pop-up “lemonade” stand at local concerts where
Guides hand out coupons for presses along with lemonade.
Laqcuer and Press goes
where the music lovers live
- festivals, bars, anywhere
you’d go to partake in the
three cardinal emotions.

Banner Ad would be animated
and would go through the
following visuals:

Online community that submits and votes
on the best mixes. Winner picked every
quarter and a limited pressing is released.