Amoeba Music Rebrand

Amoeba Music is a legendary independent record store chain rooted in California, known for its vast collection of music, cultural inclusivity, and deep emotional connection with generations of Californians. This rebranding project aims to celebrate and modernize the essence of the brand while preserving its nostalgic charm.
The creative direction stems from the brand’s core attributes—diverse musical offerings, inclusive community, vintage spirit, and its iconic California identity. These values are distilled into the new brand concept: “Old, but gold”, a tagline that honors Amoeba’s timeless legacy while repositioning it as a culturally relevant symbol in the modern record market.
The rebrand encompasses a wide range of deliverables: a dynamic brand film capturing the joy of music discovery; a redesigned and animated logo rooted in California subculture; a custom brand typography system and icon suite; a series of outdoor posters spanning brand identity, featured artists, and film revival themes; digital platforms including a website, mobile app, and social media presence; updated store interiors, stationery systems, and branded merchandise accessories.
For audiences, Amoeba Music offers more than music, it’s an experience of exploring the unknown, embracing diversity, and preserving the classics. This redesign aims to reawaken the joy of analog discovery while creating a more inclusive cultural space for artists and music lovers alike.