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Auping 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 leggen heel veel aandacht in de dingen die we maken en daarin is audio eigenlijk het verlengstuk van onze identiteit.”

Ine Stultjens, Manager Marketing & Communicatie 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 campagne


Het sluitstuk van elke muzikale identiteit is een treffend audiologo. Een compacte samenvatting van het merk in geluid, geschikt om uit te groeien tot distinctive brand asset. Voor Auping resulteerde dat in een lieflijke melodie, ondersteund door een rijke en gelaagde productie.

Auping soundlogo


Het proces om tot onze eigen sound te komen verliep heel erg goed. Het was een heel waardevol traject, ook om ons eigen merk goed te leren kennen.

Ilse Peters, Brand Manager Auping

Rotterdam Partners

As a marketing tool, Rotterdam is equipped with a well-stocked image bank to promote the city. With our musical library,they have added sound to their branding toolkit. This makes Rotterdam the first metropolis worldwide that is committed to musical city marketing.

Listen & learn has the ambition to transform the purchase of a new car into a superior buying experience. It offers access to all well-known brands, unbeatable prices, independent advice and local service. All of this, we captured in their uplifting musical identity.

Listen & learn


Better than anyone, Hallmark understands how valuable our relationships are. With its greeting cards, the brand inspires us to connect with the people around us. Every day again. And just recently also with music. Are you listening?

Listen & learn

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