The identity of the musical had to be exciting yet scary. it was important to show the darker side of the story and still show the rock and roll aspect. this was achieved by making use of lighting and shadows to suggest a stage presence. the vines and leaves became the main identity for the project, making appearances on different collateral.
the Audrey II character became the dominant image of the brand which was carefully designed in response to images of the original character and rehearsal photography. the drawing was later rendered to create what can be seen on the poster.