The Brand Identity

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Spotify Design’s identity for the RapCaviar Day 1 Club expands on the popular playlist’s existing mark

Since beginning in 2015, Spotify’s RapCaviar has become the number one playlist for the latest and most popular hip hop music, with a global audience of more than 13 million listeners. Spotify is celebrating the playlist’s fifth anniversary with the launch of the RapCaviar Day 1 Club, an interactive online experience that allows listeners to discover and prove which artists they have been supporting since the very beginning. Through personal listening data, fans can find out if they have ‘Gold’, ‘Platinum’ or ‘Diamond’ status for their favourite artists, before being offered personalised cards to show off their results on social media.

Spotify’s in-house design team handled the treatment of the entire project as an extension of RapCaviar’s existing identity system. The Day 1 Club wordmark expands on the stencil-like aesthetic of current RapCaviar’ R’ logo across two lockups, one stacked and one horizontal. It comes to life in 3D form as a background texture throughout the digital experience, with various iterations relating to the user’s ‘Gold’, ‘Platinum’ or ‘Diamond’ level of fandom. To experience it for yourself, head over to

Global Executive Creative Director: Alex Bodman
Group Creative Director: Dan Bill
Associate Creative Director: Shannon Ross / Kenia Perez
Global Brand Design Director: Rasmus Wangelin
Brand Design Director: Erik Herrström
Art Director: April Pascua
Senior Designer: William Oswin
VP, Global Brand: Alexandra Tanguay
Head of Global Brand: Lauren Solomon
Brand Lead: Payman Kassaie
Brand Manager: Kimmy Summers
Director of Integrated Production: Belinda Lopez
Executive Producer: Lauren Keller
Senior Producer: Gabija Blake
Business Affairs Lead: Lauren King
Global Strategy Director: Zach Pentel
Creative Strategy Lead: Nathan Doiev
Engineering Manager: Gandalf Hernandez
Digital Production Partner: Active Theory
Sound Design: Plan8
Media Agency: UM Worldwide

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