CHALLENGE
With their artists dominating every chart, it was clear that Kaiku had entered a new era in 2025. With this new era, came the need for a new stand-out brand.

What makes Kaiku and other record labels a fascinating challenge in branding is the breadth of their target demographic. Not only does the label brand need to appeal to potential artists, but also to potential commercial partners, media entities, fans themselves, and more.

SOLUTION
Dirty hosted a creative empathy workshop to understand the complexities of the soaring record label and their marketing needs. Dirty then channeled the results of these workshops to craft a brand new visual brand for the company.

RESULTS
From logo to tone-of-voice, Dirty created a strong visual brand for Kaiku to implement across all communication channels. The core of the brand is the logo element crafted from four circles: representing the importance of four as a key element in music theory, as well as the four stakeholders of the label itself: Owners, Executives, Artists, and Fans.

The brand was revealed at a launch party in May 2025 to overwhelmingly positive reception, with executives and artists alike adopting it with enthusiasm.

BACKGROUND VISUALS

Jore & ZPoppa by Replica Studios & Anna Ikäheimonen
Asia Jo by Replica Studios
Elastinen & Mikael Gabriel by Niko Hirvimäki
Kiki by Saara Taussi