SNICKERS SONIC ID

Snickers Workwear was founded in 1975 by a craftsman who quit his job to create innovative workwear. They, as any good brand would, thought they needed a Sonic Identity to expand their brand further.

When asked to help Snickers Workwear with their brand music, we right away did an in-depth analysis of the use of music in their line of work - the workwear business - and quite soon realized that gritty rock 'n' roll had already been taken by other companies, and therefore quite expected. We wanted to do something more modern, but still maintain the grit.

No-go: Rock 'n' roll

Ok, after deciding the no-go - what’s the go? Snickers Workwear is known for high quality, durability, innovation, tech, safety, and the women and men who wear their clothes are hardworking individuals. That is a lot to cover in one track - so we made a list and transcribed the different values into different sounds:

Hard work - Steady drums, for the heavy moments, not too fast-paced.

Safety/Durability/high quality - Bassline, a solid foundation to rely on.

Innovation/Tech - Foley with tools and zippers incorporated in the sound.

Grit - A gritty analog synth, to still maintain the workwear grit without the rock 'n' roll.

These values made a good foundation for the brand track. We delivered the track in different versions to make sure Snickers Workwear had all the “moods” they needed for their different markets.

The sound logo was then based on the brand track with recorded tools, two heavy bass drums to tie back to Snickers Workwear's values, followed by an onward-leading melodic interval, and a zipper to remind the listener about Snickers Workwear’s core - their clothing.