BENEE 'BAGELS'
Campaign Collaboration

PROJECT SCOPE

Typography
Art Direction
3D Imagery

New Zealand’s alt-pop sensation BENEE joined forces with mental health charity Youthline, ASB Bank and leading neuroscientists to create a ground-breaking new single aimed at reducing anxious feelings. Titled ‘Bagels,’ the track incorporated musical elements identified by neuroscientists to relax the nervous system, modify brain activity, and ease anxiety. 

We teamed up with the incredible creative team at The Monkeys Aotearoa and were tasked with exploring typography and developing the visual identity for promotion of the song (available for download on Spotify). The typography needed to work in combination with the visual science of the animated imagery, avoid any graphic agitation and also complement BENEE’s own visual brand. 

We employed the typeface Narly, an Emigre 90’s classic designed by Zuzana Licko. Using the bold cut, it’s rounded mutations complimented the softness of the song’s video aesthetics yet still retained its distorted oddness which worked well for BENEE’s alternative pop-grunge style. The inflated letters provided a link to the plumpy, dream-scape animations and added a rich dimension to the visual identity.