case study:
kroger
the big picture
As America’s grocer, Kroger is committed to providing access to fresh, affordable, and delicious food to customers of all budgets and backgrounds. When shoppers visit Kroger, they’re left with a feeling of joy and possibility, whether they’re shopping in-store or online.
In 2021, Kroger successfully launched their Fresh Cart logo and a revamped ‘Fresh for Everyone’ brand platform, deepening the brand’s commitment to access to quality groceries. Following this repositioning, Kroger identified the need for a distinctive sonic identity as a critical next step to unify and futureproof their business. A flexible, cohesive sonic system would be the soundtrack for Kroger's visual identity and iconic brand assets like their lovable Kroji characters, serving as a sonic red thread across their expansive brand ecosystem.
Kroger partnered with global sonic branding agency Made Music Studio to develop a sonic identity that’s relatable, welcoming, friendly, and joyfully captures the Fresh for Everyone ethos through music.
the challenge
As part of an evolution of Kroger's brand platform, ‘Fresh for Everyone,’ the new sonic identity would help build recognition, recall, appeal and highlight their position as a grocer that brings freshness and value to all shoppers. It would bring the same consistency and distinction as their refreshed visual identity, reinforcing their brand system with another recognizable, ownable layer of identity.
“Multi-sensory branding is more important than ever,” says Made Music’s John Taite (EVP, Global Brand Partnerships + Development). “Every piece of branded sound or music makes an impression on a consumer, from advertising to UX/UI sounds to retail locations. Each of those touchpoints is an opportunity to improve emotional connections, and to leave Kroger customers feeling like ‘Fresh for Everyone’ really means something to them.”
Kroger needed a flexible, cohesive sonic system that could:
Imbue fresh meaning into Kroger's ‘Fresh for Everyone’ platform and tagline
Build a deeper emotional connection with shoppers and store associates, inspiring pride in choosing Kroger
Highlight Kroger’s Fresh and Value credentials for consumers on a budget
Unite the Kroger brand identity across Kroger’s 20+ retail banners (Ralph’s, Pick ‘n Save, Fred Meyer, etc.)
Span Kroger’s growing brand ecosystem of both digital and physical environments
the approach
The development of Kroger’s sonic identity began with a deep exploration in their existing brand architecture and values.
“When we create a sonic identity, we work with the brand to really understand the existing brand assets, what they do, and how they make people feel,” says MMS’ Danielle Venne (ECD, Music Production). “For Kroger, we got to know the Krojis, and we got to really understand what the Fresh Cart logo represents — everything from the tone of voice down to the iconography. Music and sound would become one more layer within that brand foundation.”
The Kroger brand identity is friendly, fresh, warm, and relatable. With its curved letters and design evocative of a citrus wedge, the Fresh Cart logo is a dynamic embodiment of Kroger’s ‘Fresh for Everyone’ brand platform. Since its launch in 2021, the visual logo has become synonymous with the grocery experience. Kroger’s sonic identity needed to accomplish the same task through music, evoking warmth, joy, and optimism in every note.
In search of that classic sound, the Made Music Studio creative team explored timeless musical genres like soul, jazz, and R&B: “We thought, ‘how could we put a modern spin on this that's going to make you feel good, inspired, and welcome in the store?’”
The Kroger brand theme, called “Doin’ It Fresh,” has a contemporary, inclusive design that speaks to everyone and every one. It signals Kroger’s brand promise of being Friendly, Fresh, and Affordable, serving as a sonic cue for their unique personality and customer experience. We incorporated piano, upright bass, and drums into the composition, creating a sonic foundation that is instantly familiar and accessible. The bright, ascending melody combines electric piano, synth and claps, and creates a sense of joy and possibility for every shopper.
The Kroger sonic logo is a mood-booster for any piece of marketing content. Like a musical burst of sunshine, the structure and flourish deliver a sense of feel-good confidence wherever it’s heard. Listen closely and you’ll hear a jazz-inspired “blue note” within the melody — an expressive note played slightly lower than the rest of the musical sequence, adding an additional layer of playfulness and emotion to the piece, and riffing on Kroger’s ownership of the color blue:
Kroger - “Doin’ It Fresh” Brand Theme + Sonic Logo
To effectively reach modern audiences, Kroger's sonic ecosystem includes a brand theme, a sonic logo, an ownable melody, a library of arrangements designed specifically for digital and social content, and a custom-curated collection of on-brand music through Made Music Studio’s all-in-one music platform, Continuum™.
the results
Kroger’s sonic identity is a welcoming, encouraging and playful memory trigger for the joy of shopping and pride in choosing Kroger. It’s a foundational brand asset that reflects the essence of the brand and deepens the emotional connection to Kroger’s audience — as powerful as their Fresh Cart, Krojis, tone of voice, and signature blue color.
The flexible, cohesive sonic system has been strategically designed to work across all touchpoints including:
Advertising: Integrated in TV, digital and social campaigns to reinforce consistency
Retail Environments: Subtly embedded beneath messaging for ambient brand cohesion
On-Hold Music: Enhances the brand experience and reinforces emotional connections during service interactions
Events + Sponsorships: Featured at activations to add emotional lift and brand personality
Internal Communications: A unifying signal that helps Kroger associates feel connected to something bigger — both a brand signature, and a confident “You’re with Kroger”
Whenever and wherever customers hear the “Doin’ It Fresh” theme, they’re reminded that Kroger is the place for them:
Kroger - Sonic Identity System
Results from SonicPulse®, a subconscious audio research platform by Made Music Studio and Sentient Decision Science, has shown the sound of Kroger to be memorable, distinct, on-brand and emotionally appealing to their target audience.
creative team
Danielle Venne – Executive Music Producer
Broox Carmona – Music Producer
Simon Thomas George – Composer + Music Co-Producer
Stephanie Hunt – Group Account Director
Kaitlyn Colón – Assistant Account Executive
John Taite – EVP, Global Brand Partnerships + Development
Joel Beckerman – Founder + Music Producer
Simon Thomas George – Piano
Lucas Murray – Guitar
Broox Carmona – Recording Engineer
Mickey Alexander – Sound Design
Dennis Wall – Mix Engineer