 It was originally created as an outlet for their own musical experiments, with the idea that each release’s packaging would display a similar design sensibility and allude to a shared imaginary landscape; a very British parallel world of public information films and TV soundtracks, cosmic horror stories, vintage library music and antique synthesisers, folk song, educational programmes, English psychedelia, occult stories and folklore.Jupp and House have described the label as existing in an imagined or misremembered past.Influenced by school textbooks and the rigid design grid of Penguin and Pelican paperback books, Ghost Box records and CDs were always intended to look and sound like artefacts from a parallel world, familiar, elegant, but somehow "wrong".