Studio Gruhl created a raw, adaptable brand identity for Spellbound, a new female-led techno label founded by DJ Shaleen in Berlin. Drawing inspiration from the city’s 1990s techno scene, the studio developed a modular system combining a grid, logomark, and 3D assets with textures and scanned posters. The identity balances nostalgia with flexibility, allowing the brand to evolve alongside its music and collaborators.
BP&O features Studio Gruhl’s new brand identity for Berlin-based techno label Spellbound, founded by DJ and producer Shaleen. The identity draws from Berlin’s underground club culture and 1990s DIY aesthetics, combining a modular grid system with over 50 graphic elements, 3D textures, and open-source typography. The result is a dynamic, evolving visual system that balances digital precision with tactile, analogue influences.
Studio Gruhl developed a flexible, collage-based identity for the Berlin techno label Spellbound, led by DJ Shaleen. Drawing inspiration from 1990s Berlin club culture, the system combines 2D and 3D elements, scanned textures, and open-source typefaces to create an adaptable visual framework. The identity is designed to evolve over time, encouraging collaboration and reinterpretation by other artists.
