DESIGNER

Riley Newfield

PROFILE/DESCRIPTION

Replay Records is a local Bay Area used records, tapes and CDs store, with three locations - in Berkeley, San Francisco, and the South Bay. Replay Records aims to be low waste and eco-friendly, by circulating music that already exists in the world instead of selling new product. It is a bridge between generations, a place where adults can come to browse the nostalgic physical records of their past or sell their collections, and where youth can come to pick out retro finds and discover music in the old fashioned way. Replay Records is a welcoming environment, that wants to bring all people together through a common love of music, leaving all hate and judgment outside, and employs staff who take the time to build genuine connections with customers. 

GOALS

Brand Advantages:

• Low prices
• Human connection
• Wide product variety

Brand Attributes: 

• local
• eco-friendly
• genuine
• open
• conversational
• hippie
• artsy

Brand Experience:

• friendly
• interactive
• exciting
• social
• adventurous
• ever-shifting