Amoeba Music is an American independent music store chain with locations in California, the brand brings a lot of joy to Californians from generation to generation. The goal of this rebranding project is to explore the potential characteristics and brand attributes based on its legendary history and experience over the years, to make the brand image stronger and deepen the public's perception, making it stand out from the record market.

The Rebranding of Amoeba Music is committed to demonstrating its uniqueness from the attributes of an inclusive market, diverse music, classic collection, passionate atmosphere, and iconic California image, this leads to our brand tagline: Old, but gold.

In this project, I'm in charge of the entire conceptualization and the design of the brand identity system, including logo design & animation, brand image, posters, website, app, stationery and other brand accessories, mainly focused on brand montage animation that establishes Amoeba Music's brand tone.

For customers, Amoeba Music aims to provide people with a diversity of music, and more pleasure of exploring the unknown, while also building the most inclusive world for artists, the love and passion of music will always be collected as a classic in Amoeba.