Abarth
Abarth was born from the imagination and courage of Carlo Abarth on November 15, 1908, under the sign of Scorpio. It embodies the legacy of a man and his extraordinary cars that revolutionized Italian and international motorsports—a story filled with records and innovation. Inspired by this essence, we designed the Sound Logo for this icon of speed and power.
To create Abarth's Sound Logo, we immersed ourselves in the universe of high-performance cars, adrenaline, and power. As part of this process, we conducted a study involving 75 performance car enthusiasts from various regions of Brazil, exploring their experiences with speed and sound. The goal of this research was to uncover sonic codes intrinsically linked to this atmosphere and the profile of Abarth's audience. The results were remarkable, providing powerful insights for constructing the brand's Sound Logo.
Key Sound
From this deep dive, we identified a sonic palette that, within our methodology, we call the "Key Sound." Music played a central role—65% of participants associated high-speed driving with listening to music as a thrilling experience. Classic Rock and Heavy Metal emerged as core styles, with their strong and bold textures. At the same time, we explored elements of EDM and Pop scenes to infuse innovation, technology, and a touch of exclusivity into the brand's identity. Our research also revealed non-musical sound fragments strongly tied to the world of adrenaline.
Sound Logo
Building on the strategic inputs gathered during the research phase, we crafted the sonic concept for the brand's Sound Logo. Leveraging key musical styles and instruments rooted in the culture of speed and motorsports, we created a memorable melody that reflects this universe and the essence of the scorpion—Abarth's iconic visual symbol. We integrated non-musical sound elements identified during our study, such as the roar of the Abarth engine, blending it with a heavy riff to create an electrifying audio journey. As a final touch, we distributed these sounds dynamically in the mix, moving them from left to right. This approach enhanced the sense of motion, amplifying the sensations of speed and power in the Sound Logo.
Our projects
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A leading brand in beauty and personal care in Brazil and Latin America, Natura combines science and nature in its products. Now, this connection extends to its new Sound Logosonic logo, inspired by the relationship between living beings and technology, created from the natural richness of the Amazon Rainforest.
We immersed ourselves in the feminine universe to map out habits and craft a sonic strategy that reflects GNT's DNA: a channel even more connected to Brazilian women. We developed guidelines encompassing musical, vocal, and non-musical elements, strengthening the brand's identity.