InClassics
InClassics is SING's archival sub-brand, created and named by Les Yeux as the historic catalogue counterpart to the label's contemporary identity. The series focuses on legendary artists, with releases like the Frank Sinatra deluxe edition. The typography stays consistent with SING while the visual style leans archival and retro. A burnt orange accent replaces SING's blue, drawn from the mid-century palettes of vinyl's golden age. The sub-brand keeps SING's values of legacy, quality, and authenticity, reframed through an archival lens.
Client
Location
Creative Direction
Art Direction & Design
Photography
ING Inc.
Seattle, USA
Les Yeux
Shazmin Hussein
Shazmin Hussein
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Ursa Major is a winery in Keremeos, British Columbia. This label was made for their 2022 Cabernet Franc, the title handwritten by winemaker Rajen Toor to mark a hard year, when environmental conditions forced a pause in red wine production. Les Yeux approached the label as a progression that reveals itself in the pour. Upright, the bottle reads "Welcome" and "to." As it tilts, "Hard" becomes legible. "Times" is printed upside down and only resolves once the bottle is empty. The phrase completes just as the wine is finished, suggesting that hard times are to be moved through, not remained in. The flower is an original drawing by Shazmin Hussein in the style of her Tenfold series, rendered in Prussian blue to match the title's tone. Printed on uncoated stock, the label keeps a soft, tactile finish.
