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Fairtrade Original

Authenticity is central to Fairtrade Original: the tastiest ingredients with a genuine story. Exactly the reason why they asked us to replace their stock music for a more worldly sound. Without the clichés. Find out what that sounds like!

“It’s now even more attractive to create your own content, because you know that sonic branding will contribute to your story.”

Berber Galema, Creative Designer Fairtrade Original

How do we recognise the sound of Fairtrade Original?

We were looking for a sound that matched our visual style. A worldly sound without the clichés. So you don’t hear one specific region, but you do recognise our global character. The way we deal with our colours is also incorporated into our musical identity. For example, we have used many different instruments, which engage in a pleasant conversation with each other. This way you can hear the packaging in our sound!

Fairtrade Original brand anthem I


How does having your own sound help in producing content?

It is now even more attractive to create your own content, because you know that sonic branding will contribute to your story. Moreover, the music is already created so there is no need to search endlessly for the perfect sound. Short videos and online content are now much faster and more complete in terms of branding.

Fairtrade Original brand anthem II


How has the musical identity been received by your colleagues outside of marketing?

Very well! It took some getting used to, just like with the new visual style. The music library is very easy to use and works well with our visual content. And everyone notices!


Meerdervoort helpt haar klanten met het opbouwen van financiële vrijheid. Op een veilige manier, waarbij risicobeperking belangrijker is dan maximaal rendement. Dat resulteerde in een klassieke, betrouwbare klank met een subtiele dynamiek.

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's Heerenloo

Since 1891, 's Heeren Loo has been assisting people living with disabilities to shape their lives as they wish: as well and independently as possible. TAMBR translated that noble mission into a caring musical narrative. A 'step forward' in music.

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Crystal Clear

Crystal Clear geeft je dat broodnodige rustmoment op een drukke dag. Zodat je weer met een frisse blik vol energie vooruit kan. Die sensatie vertaalde TAMBR naar een kristalheldere tune vol ritmische dynamiek, geaccentueerd door muzikale rustpunten.

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