Existing product analysis: digipack

The album 'original pirate material' by the Streets was released in 2002 and features an urban scene in London on the front cover, representing a low-income building that may reflect the artist's background or intended audience. The artist, Mike Skinner, wanted to create a brand image associated with rebellion, subculture, crime, and drugs and used garage, rap, and ska musical styles that were not shared with mainstream audiences. The scene is set at night, which could illustrate the nightlife, something hidden from the public eye. 

We can observe the spelling mistakes he has made and the messy, irregular way he writes. This continues to show the audience that he is rebellious and isn’t trying to keep to grammatical rules or neat writing. Furthermore, it suggests that the artist is not pretending to be something he is not, or hiding his flaws, making him seem authentic. In the top right corner, there is an ashtray, which clearly tells us that he is fine with the audience knowing about his smoking habits. This, and the lighter logo, suggest that he is celebrating drug use as part of his brand’s image. Finally, the coins in the lower right corner are the lowest-value currency in the UK, representing either the intended audience or Skinner's previous lifestyle. Also, the queen's head on one of the coins reinforces the artist's image as an urban, London-based musician.