I like the idea of using smoke to create the type for the name of the pack, it connects to the imagery from the live show when the smoke is caught by the lights and we can see the beautifully haunting shapes and swirls created. It also connects to the idea of a 'fever in the air'.. or maybe i'm just being too metaphorical hmm.
This was a quick idea to show how the smoke could be used to fill the type... i don't like this effect, the font used does not connect with the idea at all and the negative space created by the white of the smoke swirls makes the type illegible.
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