Impressed is a direct-to-superfan vinyl label that doesn’t play by the rules. Curating only the most vital music on wax, this Australian-based imprint drops ultra-limited, hand-numbered records that are instant collectibles—once they’re gone, they’re gone. No genres. No formulas. Just impeccable taste.

The Brief

Vinyl is valuable. Impressed wanted the experience to feel just as premium. Every release is the best possible version—designed, pressed, and shipped from Australia with obsessive attention to detail. These aren’t just records; they’re artefacts. Our mission? Craft a brand identity, collateral, and website that made each drop feel monumental. We set out to amplify the scarcity and desirability of every release, turning each record into an unmissable event.

The Concept: A Study in Contrasts

Inspired by the punk ethos of Factory Records’ Peter Saville, we built Impressed on juxtapositions: the raw meets the refined, analog meets digital, classicism meets futurism. This tension between history and modernity informed every element of the identity. At its core, Impressed operates like a gallery or a capsule fashion collection—where rarity equals reverence. This philosophy shaped the website’s structure and tone, making each vinyl drop feel like a masterpiece worth chasing.

The Brandmark: Records Within Records

We started with a simple thought: records within records within records. A visual play on amplification, sound waves, and the art of vinyl itself. The result? A hypnotic, op-art-inspired logomark that nods to psychedelia, punk, and the DIY spirit of Factory Records. During development, we stumbled upon an accidental ‘speaker wall’ effect in our street paste-up posters—proof that the brand system could flex and evolve in unexpected ways. The secondary stamp logo throws back to nostalgic record labels but is reimagined in 3D chrome, giving it a futuristic edge.

Colour Palette: Let the Music Lead

A stripped-back monochromatic palette ensures the artwork stays front and centre. Across social, we inject neon hues inspired by vinyl’s physicality—think translucent records, obi strip textures, and the electricity of sound waves. This approach leaves room for future special editions and collaborations.

The Website: A Vinyl Collector’s Dream

Vinyl heads love the thrill of the hunt. We designed a custom Shopify store that elevates the direct-to-consumer experience, making every release feel exclusive. Built for superfans, the site leans into the scarcity factor—drops are framed as once-in-a-lifetime grabs.

Beyond selling records, we built a space to cultivate community. Exclusive vinyl essays deepen the narrative behind each release, turning Impressed into more than just a label—it’s a movement.

Our art direction for product photography treated vinyl as more than just a format—it’s an art object. Every visual was crafted to immerse fans in the experience before the record even lands on their doorstep. More than just an online store, the site is a digital gallery where music and design collide—where every drop is an event, and every record is a work of art.

Client Testimonial

“Impressed is going from strength to strength, much to do with the brilliance of our design, which many of our partners compliment us on. SUPERHAUS’ attention to detail and the depth of her research showed in the strength of the concepts and will no doubt contribute to the longevity of the brand. It’s safe to say we’re streets ahead of our contemporaries in terms of brand.”

– Jonno, Co-founder + Creative Director

Credits

3D + Website Development: Andrew Cunneen
Strategy + Copywriting: Jonno Seidler