Worm Charming is rooted in one of England’s oddest folk events: a sonic competition where participants lure worms from the soil using rhythm and noise. This blend of tradition, absurdity, and sound experimentation became the core of the brand.
The identity looks underground—literally. Built from geological scans taken from a vintage Brazilian archive, its textures, grids, and forms reference soil strata and scientific diagrams, reframing the earth as both stage and score.
A calm, neutral aesthetic sets the tone: gallery-like, rational, quietly odd. Muted greys and faded blacks ground the palette, while retro tones bring warmth and a sense of playful experimentation. Custom typography—part geological, part punk zine—sits beside the clean order of Vulf Mono, balancing chaos and clarity.
The result is a graphic system that feels technical yet improvised. Grids reflect land plots and sound timelines; worms and textures act as visual noise. Like the event itself, the brand invites curiosity and charm through the unexpected.
Worm Charming is smart, strange, and never too serious. A quiet brand for loud ideas.