Abra Cadabra - On Deck
We developed the artwork and brand identity for On Deck, including the original single release and its subsequent remix.
Year
2020
Industry
Music
Services
Brand Identity & Music Design
Client
OFB Management
We developed the artwork and brand identity for On Deck, including the original single release and its subsequent remix.
The project involved creating a strong visual concept that aligned with the tone of the record, alongside a distinctive logo for Abra Cadabra that could anchor his wider visual identity across releases, performances, and digital platforms.
The artwork was built around conveying impact and immediacy.
Bullets presented within a medicine-style blister pack, paired with the line “Instant results for a paigon,” visually re ect the sharp, uncompromising nature of the track while playing on the idea of something administered quickly and without hesitation. The stark white packaging against a dark background ensures instant recognition, while distressed typography reinforces the raw energy of the record without relying on genre clichés.
For the remix, the visual system was evolved rather than reworked. Additional features were introduced, the packaging was intentionally worn and battered, and bullets were removed from the pack to suggest escalation and progression from the original release. Alongside the artwork, we designed Abra Cadabra’s logo using rough, hand-rendered forms to create a bold, adaptable mark that works seamlessly across artwork, promotion, and live visuals.
On Deck went on to sell over 200,000 units in the United Kingdom, earning a BRIT Certified Silver plaque.
The single was also nominated for Song of the Year at the MOBO Awards, marking a significant moment in Abra Cadabra’s career. The artwork played a key role in the release’s visual identity, appearing across streaming platforms, digital promotions, and campaign assets, helping cement the record as a defining release within the genre.
