So Delicious Dairy Free

So Delicious is a dairy-free frozen treat brand devoted to defying expectations at every level. Because while some consumers may have their doubts about dairy-free, So Delicious is changing their tune with a brand strategy that leans into the senses — beginning with a new logo and packaging, and expanding to bold, jaw-dropping sonic branding.

When Danone approached Made Music Studio to create a sonic identity for So Delicious, they knew their sound needed to enhance the brand’s multisensory experience, making jaws drop and eyes light up. But more than that, their sonic strategy and brand music needed to build category salience, increase brand awareness and reach a target audience of Gen Z and Zillennial consumers. We would achieve this by creating a sonic identity system that:

• Integrates across their entire brand ecosystem, with touchpoints including digital, social and OOH activations

• Instantly captures the So Delicious brand personality — creating awe-inspiring experiences that transform simple into sublime

• Establishes a unique sound for 5 different So Delicious ice cream flavors, while still working together as a group / sonic family

Made Music Studio delivered a complete sonic branding toolkit that unifies the So Delicious brand, defies expectations and creates a one-of-a-kind sonic experience. Musically, the sound of So Delicious is playful, bright and bold, with synth, bass drops, and transitions capturing the brand’s awe-inspiring personality. It’s a party for your ears: full of possibilities and bright, unexpected musical moments.

Included in the toolkit are a brand theme, sonic logo, flavor-inspired tracks, cutdowns for social and more.