Client: REAL SB Warenhaus GmbH | Agency: WESOUND
Sound Logo Concept: WESOUND
Music: WESOUND | Sounddesign: WESOUND
Markhalle Krefeld Sound Logo Concept: WESOUND | Markthalle Krefeld Brand Music: WESOUND
Real’s new acoustic brand appearance
The supermarket chain real presents themselves as a modern weekly market in their new campaign as part of their repositioning. Next to their corporate design their brand sound too has been overhauled. In close collaboration with real the agency WESOUND has developed brand music, sound logo and a brand prosody that supports their new image.
The new brand sound elements can now be heard in the current TV and radio spots broadcasted throughout Germany since the beginning of November. Brand music, sound logo, speaker’s tonality and phonetic features of language in the spot are important brand assets, developed by WESOUND in a strategy process. The aim was to communicate the brand message with the greatest possible signal effect. Other implementations of the brand sound are in the works.
Experience freshness and quality with all senses
WESOUND also worked for real’s “Markthalle Krefeld”, a store which follows a new concept real developed to commit themselves to the Slow Food movement. The store is built like a weekly market with stands offering a fresh regional and seasonal choice of food.
For the opening in 2016, WESOUND invited a string quartet to perform the sound of Markthalle Krefeld live in the store – a very impressive brand experience for all guests.