Coca-Cola and UMG unveil Real Thing Records, blending iconic branding with global music innovation.
A Bold Collaboration Between Coca-Cola and UMG
Following the success of its work for Atlantic Records, Explorers Club has once again partnered with industry giants, this time joining forces with Coca-Cola and Universal Music Group. The result? A fresh and powerful identity for their joint music venture: Real Thing Records, a label created to uplift emerging artists from all around the globe.
Branding Rooted in Coca-Cola’s Iconic DNA
It’s no surprise that the visual identity of Real Thing Records pays homage to the brand equity of Coca-Cola. With its bold red color and iconic logo-inspired design, the new label is immediately recognizable. The team at Explorers Club Studio crafted a modern take on the classic Arden Square – transforming it into an 'Arden Portal' that bridges musicians with fans.
Dynamic Design with Sound-Reactive Identity
Real Thing Records doesn’t just look good — it moves with the music. The logo employs generative motion graphics that respond to audio input, making each interaction feel alive. Its 3D cube format evokes classic media symbols like "On Air" signs and MTV’s early visual identity, fusing nostalgia with innovation.
Capturing the Soul of Live Music
The campaign imagery, shot at London’s legendary House of Koko, leans into atmospheric blues and deep blacks. It echoes the gritty essence of underground concerts, club nights, and the pulse of live performances. The visuals even nod to 90s music video aesthetics, aligning with current fashion and cultural revivals.
Built on Creative Synergy and Strategy
According to Aaron Skipper, co-founder of Explorers Club, “This launch is the result of a close creative partnership. Together with TCCC and UMG, we set out to create an identity for the future of music, entertainment and fandom.”
The project showcases not just branding but a strategic vision fueled by innovation, storytelling, and audience connection.
A Platform Empowering the Next Generation of Artists
Real Thing Records positions itself as a launchpad for fresh global talent, offering artists not only a stage but a brand-backed identity that elevates their presence in the music industry. With backing from Coca-Cola and Universal Music Group, the label creates opportunities that merge visibility, sound, and storytelling.
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