Hajime approached ASK LAB, together with creative director Igor Klepnev, to develop a new visual identity for the label. Founded by musicians Miyagi & Andy Panda, Hajime has become one of the most successful independent music labels in the CIS, with hundreds of millions of streams across major platforms.

The name Hajime is Japanese, and the label’s visual culture is strongly influenced by Japanese aesthetics. We developed a custom typeface and a flower-shaped symbol inspired by traditional Japanese seals. Both the symbol and every letter of the typeface are constructed within a square, allowing them to be combined into flexible modular compositions and graphic systems.

Following ASK LAB’s approach of translating digital identities into physical objects, we also produced the logo in several materials and formats. The mark was cast in concrete and physically recreated in wood and rubber, turning the identity into a tangible system that can exist beyond the screen.

Photos made by Igor Klepnev