AupingAuping has been producing beds and mattresses of the highest quality since 1888. A leading brand for which TAMBR developed a subtle musical identity, applicable to their entire customer journey. Craftsmanship and guts, translated into music.
“We put a lot of thought into the things we make and audio is really an extension of our identity”Ine Stultjens, Manager Marketing & Communication Auping
The sound of Auping
Guts, craftsmanship and sustainability form the basis of the family business from Deventer. At the same time, Auping is an ambitious company in a fairly competitive market. For the sound of Auping, we therefore opted for a nuanced palette that sounds both innovative and traditional. Calming but also adventurous. Up close recorded piano and clarinet, combined with subtle factory sounds and a soothing beat. Touchable and intimate, just like the brand itself.
Auping brand anthem
A widely applicable audio library
Auping communicates continuously and on many different channels. Radio, television, but also social media play an important role in building the brand. But each channel has its own character. And each campaign has its own story. Audio is ideally suited to provide a bridging factor between all of these touchpoints. That is why we created a modular music library that can be adapted to any format. This way Auping is assured of a fitting tone, suitable for anymoment. Without losing its character.
Auping radio campaign
The cornerstone of any musical identity is a striking audio logo. A coherent summary of the brand in sound, suitable to grow into a true distinctive brand asset. For Auping this resulted in a soft melody, supported by a rich and layered production.
“The process of creating our own sound went very well. It was a very valuable exercise, also to get to know our own brand better.”Ilse Peters, Brand Manager Auping
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