DJ Shim Shimma approached Dem Sugar with a vision: he needed a brand identity that could capture the high energy of his DJ sets, connect with his audience, and reflect his deep roots in old school hip hop and RnB. Beyond that, Shimma wanted a cohesive visual identity for his mixtape album covers and a unique clothing line to further expand his brand.

Shim needed a bold, standout identity that reflected his unique style and musical influences. Dem Sugar crafted a striking logo featuring a lightning bolt and vinyl, symbolizing his electrifying energy and deep connection to hip hop. Using a black, white, and bright yellow palette, we developed a versatile brand identity that carried across his mixtape covers and streetwear merchandise. Now, Shimma's cohesive brand amplifies his presence both in music and beyond.