Metallica Grammy – for Packaging

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Metallica (or rather the agency Turner Duckworth) has won a Grammy for 'Best Recording Package' for it's work on the latest Metallica album, Death Magnetic, at the 51st Grammy ceremony in Los Angeles.

"We are absolutely delighted because it’s such an unusual win for us. We hadn’t entered ourselves, it was the record company; and it was a real pet project that we had designers in both studios [London and San Francisco] working on," says a spokeswoman for Turner Duckworth.

The team reworked the iconic Metallica logo, as well as creating promotional materials including a coffin-shaped special edition and a vinyl boxed set. The agency created a die-cut layered design that was instantly recognisable on a mobile phone screen. Partner David Turner explained: "It's not just about sleeve art anymore, it's about creating icons that work across media."

The band's lead singer James Hetfield said: "This time we wanted to work with professionals who understand iconography."

"We wanted somebody who commanded respect in branding, but were not jaded by the music business," added the band's drummer Lars Ulrich.

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