For Fairtrade Original, authenticity is key: the tastiest ingredients with a fair story. That’s exactly why they asked us to replace their stock music with a worldly sound without clichés. Discover what that sounds like here!

How do we recognise the sound of Fairtrade Original?

We looked for a sound that matched our house style. A worldly sound without clichés. So you don’t hear a specific region, but you do recognise a clear worldly character. The way we deal with our colours is also reflected in our musical identity. For example, we used many different instruments, which interact pleasantly with each other. This way, you hear the packaging reflected in our sound!

How does your own sound help in producing content?

It’s 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 prepared, so there’s no need to endlessly search for the perfect sound. Short videos and online content are now made much faster and are more complete in terms of branding.

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

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