The global sleep aid market is anticipated to grow, with brands bringing various new products for underslept consumers. PepsiCo wanted to launch a new line of functional drinks
We were asked to create functional sound branding which has greater engagement and effect than typical sound branding solution. Deliverables included an audio logo, brand theme and variations for their Soulboost's Lift (uplifting and energising drink) and Ease (relaxing).
Music is subjective, however one can leverage the universal principles of music psychology and cognitive neuroscience to support the creative and artistic decision making process. The result is measurably deeper emotional engagement, instant empathy and mood setting for better brand story telling. For Lift we increase energy and excitement with faster tempo and specific instrumentation. For Ease we lower heart and breathing rate to activate the parasympathetic rest response.
Working closely with the brand team to unpack the sound DNA and create an effective sonic identity. Defining the genre, tempo and an appropriate palette of instruments evocative of brand feeling and values.