Valentino
Apple Watch
Adidas
Nio
Objective
Nio is a rapidly expanding electric car company based in Shanghai. It needs a sonic logo and brand theme that align with its visual identity while resonating with its new global audience. The sound needs to embody Nio’s commitment to innovation, optimism, and sustainability, resulting in a multi-sensory experience that reinforces Nio’s global presence and resonates with its values.
Strategic Approach
Nio’s sonic logo accompanies the animation of the visual logo while embodying the brand's core values. Nio explains that their visual logo can be divided into two distinct yet harmonious parts. the sky and the Earth. The sky, representing Nio’s positivity and their bright vision of the future, features uplifting, airy tones or melodies that evoke optimism and innovation. The Earth, symbolizing sustainability, and human connection, incorporates grounded, organic sounds like natural textures and warm, resonant frequencies. Together, these elements form a cohesive sonic signature that unifies the brand across all touchpoints, capturing its essence and fostering emotional resonance with its growing global community. This approach ensures the sound is versatile, memorable, and capable of evolving alongside the brand.
Creative Approach
Drawing inspiration from the visual logo, the sonic logo unfolds in three distinct parts. First, the Sky emerges as an ethereal sparkle evoking limitless possibilities and innovation. Second, the Sky theme transitions into the 3-note greeting, a melodic phrase that audibly resembles N-I-O, creating a warm and recognizable sonic signature. Finally, the Earth grounds the experience with two resonant, percussive cello hits—a rhythmic heartbeat that symbolizes the brand’s deep connection to humanity and the planet.
The brand theme starts with cello playing an upbeat rhythm in a major key, bringing the element of hope and inspiration. The repeated boom boom “heartbeat of the Earth” rhythm is echoed throughout the composition. The synthesizer then enters to play along in the same rhythm showing innovation and technology in harmony with the Earth. Multiple instruments then join together to represent the voices of Nio’s beloved user community while a singing bowl drone plays in the background signifying Nio’s commitment to sustainability.
Together, these motifs work together to create a sonic identity that harmonizes innovation with human connection, atmosphere with rhythm, and sky with Earth—a soundscape that resonates with the brand’s soul.
Result
The sonic logo and brand theme work together to craft a distinctive sonic identity that encapsulates the brand’s innovation and heart. This sound reflects the brand’s core values of sustainability and optimism and forges a deep emotional connection with consumers, reinforcing its promise of a brighter, more sustainable future. Designed to be scalable, the sonic identity seamlessly adapts to all touchpoints, from digital platforms to physical experiences, ensuring consistency and flexibility as the brand evolves. By enhancing emotional engagement and boosting brand recall, this sonic strategy strengthens the brand’s presence and leaves a lasting impression on its global community.
Chama
Objective
Chama, a small, family-owned hot sauce company based in São Paulo, Brazil, is launching a new line of artisanal hot sauces that blend local hot peppers with exotic fruits. To elevate the brand’s sensory experience, Chama is releasing a musical compilation alongside their new product line, aiming to integrate sound with taste and create a more immersive connection with their audience. The owner of Chama is an accomplished singer and will be featured on a custom, pepper-themed song to appear on the compilation. Additionally, Chama is seeking a sonic logo and a curated playlist for in-store events that radiate the brand’s core attributes: exotic, magical, artistic, and seductive.
Strategic Approach
The track needs to strike a balance between danceable energy and the vibrant, fiery essence of Chama. It had to appeal to a demographic of young, creative professionals, blending energetic rhythms with an exotic, tropical vibe. The track needs to be compelling enough to fit into the musical compilation but also capable of standing alone as a theme for the brand. Additionally, the track has to contain an audio signature or motif that can be extracted and repurposed as the sonic logo for Chama’s brand.
The sonic logo must be a succinct, impactful auditory mark that embodies Chama’s qualities—bold, fiery, and exotic. It should capture the essence of the brand while being versatile enough to work across all touchpoints.
The playlist has to embody Chama’s brand values while being varied enough to maintain listener engagement throughout an event. The goal is to create an atmosphere that resonates with the brand’s eclectic, creative audience, using music to deepen the sensory experience while maintaining a captivating flow for in-store events.
Creative Approach
The custom track starts with a simple yet infectious groove that blends elements of funk, disco, and Latin rhythms. The choice of rhythm and instrumentation conveys both energy and sensuality, reflecting the boldness and warmth of Chama’s hot sauces. To further personalize the track, a motif using the brand’s name is added as the hook. This instantly recognizable melody evolves into the foundation for the rest of the composition.
For Chama’s sonic logo,inspiration is drawn from the vibrant sounds of Brazil, incorporating indigenous instruments and rhythms to evoke feelings of mysticism, passion, and exoticism. The sonic logo is designed to be an instantly recognizable auditory symbol that reflects the artistry and fiery energy of Chama’s hot sauces.
Chama’s playlist blends relaxed and upbeat tracks, with a balance of popular hits, B-sides, and both classic and contemporary tunes. This variety allows the playlist to evolve throughout the event, maintaining a captivating atmosphere that keeps listeners engaged and immersed in the Chama experience.
Result
Chama’s distinct and immersive sonic identity elevates its artisanal brand experience, creating a deeper connection with its audience. By weaving cultural roots and passion into its soundscape, the project has not only strengthened the brand’s authenticity but also equipped Chama with a unique edge in the competitive hot sauce market. This innovative approach leaves a lasting impression, captivating both new customers and loyal enthusiasts alike.
