Making Of: The Sonic World of So Delicious Dairy-Free
After years of leading the dairy-free revolution, So Delicious wanted to shake up the category once again. Known for their plant-based frozen treats, the brand set out to prove that dairy-free could be anything but dull — that it could defy expectations and transform the simple into the sublime.
As part of a broader brand refresh, we partnered with Danone to create a sonic identity system for So Delicious, one that could reach Gen Z and lead to long-term growth for the brand.
We spoke with lead creative on the project, Broox Carmona (Music Producer), about the process. Read on to learn why So Delicious needed their own sound, which musical genres we incorporated for Gen Z and how their brand sound became a Lollapalooza hit.
the setup
Until now, audiences had their doubts about the dairy-free category. So Delicious was looking to transform perceptions from doubt and disappointment into one of delicious and exceptional experiences. Their new brand strategy would need to go beyond visuals and engage all of the senses, defying consumer expectations along the way.
So Delicious parent company Danone recognized that sonic branding would be the key to creating emotional connections with audiences and improving brand KPIs, such as brand awareness and category salience. They came to Made Music Studio to create a bold, jaw-dropping sonic identity that could amplify the brand’s overarching brand refresh, which included a new logo and packaging.
“The team wanted the music to feel mind-blowing, like you’re stepping into a different portal or dimension — the So Delicious world,” said Made Music Studio’s Broox Carmona (Music Producer). “This sonic identity would help redefine what dairy-free can feel, taste and sound like.”
The goal? Create an ownable suite of sonic assets that would add dimension to the So Delicious visual identity, and boost brand equity across social & digital content, brand partnerships and OOH activations like Lollapalooza.
“This has all the things we’re looking for. Within the sound itself, there’s transformation, there are multiple levels. It has sensory appeal in the best way possible. I can hear how we can evolve this in different directions and moments but still feel like SDDF.””
capturing gen z attention
So Delicious’ focus for their brand refresh was Gen Z and Zillennial Flexitarians: consumers who are curious about plant-based alternatives but not fully committed to the lifestyle.
While flavor is a top factor in purchase decision for the CPG and frozen treats categories, Gen Z is driven by multisensory experiences, making sound a key ingredient for meaningful brand connection. So Delicious needed to capture attention fast by meeting their audience where they are: on audio-first channels such as TikTok, streaming and at interactive brand activations. We centered on creating a sonic world that instantly sparked Gen Z’s curiosity, inviting them to take the dive into dairy-free, and never go back to ice cream again.
the creative
From the start of the creative process, we knew that the sound of So Delicious needed to be more than your typical sonic identity. With their variety of flavors and jaw-dropping brand experience, we set out to create a dynamic world of brand music that could authentically live in content designed to invigorate the senses.
Musically, the sound of So Delicious is a party for your ears: playful, bright and bold, with lush synths, vocal SFX, bass drops, reverbs and unexpected transitions that capture the brand’s awe-inspiring personality.
To create this sound, the creative team focused on amplifying the multisensory experience of So Delicious: “A big musical goal was for listeners to viscerally feel the rhythm and groove through their body. Our approach was to take each track’s musical journey and have it feel like it’s slowly blooming and opening up, until it finally bursts into this colorful ethereal soundscape.”
Case Study: So Delicious Dairy-Free | Sonic Branding
The final tracks draw inspiration from a variety of emerging genres, including Indie-Electronic, Soultronic and Neo-Psychedelia, creating a unique, record-credible expression that feels alive, dynamic and full of flavor.
“Danone gave us permission to create something that was adventurous and exhilarating – something that would truly stand out from everything else that you hear in ads,” Broox explained. “We weren’t just tapping into culture and what’s fresh today but revisiting the production and mixing techniques of artists like Kaytranada, Tame Impala, Mura Masa and Flume. We used a technique called sidechaining to create that propulsive sound, with head-turning dropout moments and stuttered sound effects sprinkled throughout.”
Anchored by a sonic logo and brand theme called “Welcome to the So Delicious Party,” we created an additional six tracks inspired by product flavors.
The collection of music works together like an album made from the same sonic DNA, while each track remains distinct and memorable. Listen closely and you’ll heard recurring melodic and textural motifs throughout each of the tracks, further tying together the sonic system:
“Each track has its own personality, but they all live in the same sonic world. Think of it like a DJ curating a set just for So Delicious. They’re all bright, bouncy, lush and fun — how frozen treats should feel on a hot summer day.”
the results
The So Delicious sonic branding toolkit includes music beds, a brand theme, sonic logo and additional tracks and cutdowns for social media. It’s instantly appealing to Zillennials and Gen Z, creating emotional connections between the music and the gravity-defying world of So Delicious Dairy-Free.
“The clients were genuinely excited — dancing in meetings, connecting with the sound, and ultimately making them excited to create more tracks for the So Delicious universe,” Broox shared about this sonic success. “That’s how we knew we nailed it.”
So Delicious launched their new brand tracks as part of their tentpole campaign at Lollapalooza 2025. The music was incorporated into social media promotion, an online quiz where fans could discover their SDDF flavor personality and on-site at their Pint of No Return pop-up experience. The multisensory pop-up invigorated the senses with frozen treat samples, a walk-in cooler and tracks that brought together music fans for a moment of chill.
The sonic identity is flexible enough to flex across the entire So Delicious brand ecosystem:
Digital content, adding dimension to visual assets on sound-on platforms
Social media and influencer content, meeting Gen Z where they are
OOH activations that heighten SDDF’s focus on multisensory experiences
Brand partnerships and influencer collaborations, helping sound define the So Delicious experience
The sound of So Delicious is as transformative and bold as the brand itself, inviting listeners to change their tune about plant-based.
creative team
Danielle Venne – Executive Creative Director
Broox Carmona – Music Producer
Simon Thomas George, Lucas Murray – Composers / Music Co-Producers
Chandler Lane – Senior Account Executive
Mike Stango – Director, Global Brand Partnerships
Joel Beckerman – Founder and Music Producer
Additional Creative:
ROMderful - Composer / Music Co-Producer
Jackson Shelton - Composer / Music Co-Producer
Mickey Alexander - Composer / Music Co-Producer
Broox Carmona - Composer / Music Co-Producer
