Red Velvet’s “The Red Summer” Album, Reimagined
Red Velvet is a Kpop group that never ceases to surprise and keep me my on my toes in regards to the art direction and design. “Red Flavor” is a favorite song of mine, and I wanted to challenge myself and see what I’d do if I was given the same art direction and assets for “The Red Summer” album packaging.
I absolutely loved the chaotic and colorful cover to begin with, so I built it out to fit the average height of an album and used those elements to infer and flesh out the rest of the design.
To build anticipation on my Instagram, I made 3 teaser images that heavily hinted to what I was working on. I kept it fun and playful with the CD covering their faces, bright and summer-y colors, and the larger-than-life fruit.
In addition to the rainbow-colored fruit, I created sticker assets that called back to elements in the music video such as the girls’ nail art, background details, and lyrics from the main song, “Red Flavor”.
I arranged the concept photos in an order that felt like you were with them throughout the day, and ended up in a mysterious and dark place at the end of the night.
You can watch the original music video on YouTube