Lab Fantasma

Laboratório Fantasma, founded in 2009 by Emicida and Fióti, is a creative powerhouse in Brazil known for its impact on music, fashion, and black entrepreneurship. Acting as a record label, publisher, studio, and fashion brand, LAB stands at the intersection of hip-hop culture, social transformation, and the creative economy.

As part of a job application process, I was invited to develop a visual communication concept that reflected the brand’s positioning. The goal was to envision how LAB could evolve its visual identity while staying true to its essence and cultural roots.

The task was to reinterpret LAB’s visual language in a way that honored its urban and artistic legacy while elevating its presence within the contemporary Brazilian music scene. It needed to be bold, relevant, and aligned with the brand’s strong voice in culture and identity.

I began with a deep dive into LAB’s history, current materials, and cultural context. The concept was built around elements such as typography, color palette, photography style, and layout principles. I drew inspiration from hip-hop, streetwear, and street art, carefully weaving in the energy of Brazilian urban culture and LAB’s unique point of view.

The final presentation showcased a refreshed visual system that celebrated LAB’s artistic roots while introducing modern design elements for broader application. The concept reflected LAB’s power as a cultural agent and its ability to resonate with diverse audiences through design, music, and fashion.