Record lovers new and old flock to this store to dig deep into the crates of musky old wax to find the gem that they’ve been searching for. I am also one of these soul searching crate diggers, so as a personal project, I decided to rebrand Rare Groove Records to see where I could take the it.

Rare Groove is known as a fun, free spirited store, you don’t go there just for a transaction, you go for pleasure, and no matter who is working the til that day, you can be sure that you’re in for a good chinwag.

I have tried to weave the quirky characteristics of Rare Groove’s personality into the brand, with my focus being on creating a punchy, modern brand that unveils the ocean side record store.