We were approached by legendary producer Arthur Baker to develop branding for his new independent record label. The brand name Baked came about during a brainstorming session with Arthur, not only in connection to his name but also referring to a mind altering state. This influenced the direction of the logo an optical effect was added in the deconstruction of the logo elements. A range of complimentary colours were chosen to aggravate the eyes and add to the total ‘baked’ effect across all branding items.