Client
Yuck-Fu Records
Transforming a tennis-inspired lifestyle company with a sharp identity and digital presence that blends sport, design, and culture.
About the project
In 2025, Yuck Fu, an underground house music label built from the basement up, partnered with September to shape its brand and digital presence ahead of launch. The goal was to create a bold, culture driven identity that would position the label with confidence and carve out space in a saturated electronic music landscape.
As a new label entering a competitive scene, Yuck Fu needed to establish credibility without compromising its house music credibility. There was no existing brand recognition, no visual system, and no defined positioning to anchor its voice. The challenge was to create a clear and distinctive identity that made it stand out, captured the youth culture of its sound, and built a cohesive foundation that could translate consistently across digital platforms, releases and live events.
Challanges
As a new label entering a competitive scene, Yuck Fu needed to establish credibility without compromising its house music credibility. There was no existing brand recognition, no visual system, and no defined positioning to anchor its voice. The challenge was to create a clear and distinctive identity that made it stand out, captured the youth culture of its sound, and built a cohesive foundation that could translate consistently across digital platforms, releases and live events.
Development was centered around attitude. We crafted a stripped back yet impactful visual identity system, spanning logo design, packaging concepts, digital assets and campaign direction, ensuring every touchpoint reflected confidence, texture and movement while remaining adaptable for future releases.
Summary
While the platform awaits launch, Yuck Fu now has a defined and cohesive brand foundation that sets the tone for its entry into the scene. The identity positions the label with cultural authority, ready to attract producers, DJs and audiences.
For us at September, this project was an opportunity to build a label identity from the ground up and explore what a youthful, modern house music brand can look and feel.
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