Client
Yuck-Fu Records
Yuck-Fu Records is an underground house music label built from the basement up. Raw, independent and entirely uncompromising. When they were ready to enter the scene, they came to September to make sure the brand arrived the right way.
ABOUT
In 2025, Yuck-Fu partnered with September ahead of their label launch. The brief was to build a bold, culture-driven identity that could hold its own in a saturated electronic music landscape and position the label with confidence from day one.
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.
SCOPE
Our work centred on attitude and authenticity. We built a stripped back yet impactful visual identity system spanning logo design, packaging concepts, digital assets and campaign direction. Every touchpoint designed to reflect the texture, energy and movement of the music while remaining adaptable across future 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
Yuck-Fu enters the scene with a brand that already knows who it is. A defined visual language, a clear cultural position and an identity built to grow with the label. For September, this was exactly the kind of project that sits at the heart of what we do. Accessible house culture, given the identity it deserves.
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.
CHECK IT OUT
