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Imagine coming home. Everything is in its place, the furniture fits the room and you perfectly. What does a moment like that sound like? This is exactly the question we asked ourselves for HARDECK. The family-run furniture store from Bochum commissioned us to add music and a sound logo to their brand image.
No stock music - it should be tailor-made. Because HARDECK not only offers furniture that works, but also furniture that adapts to individual needs and lifestyles. All colors and materials are possible. That's what the Bochum-based company calls Perfect Fit. And their new claim "Because it suits you" sums it up perfectly. Our path to the right sound led us into the world of home psychology, to the Ruhr area - and yes, Herbert Grönemeyer was somehow also there.
Before we were allowed to get creative, we analyzed the competitive environment. Most large furniture stores, such as XXXLutz and Höffner, sing their brand name. We already felt that HARDECK needed to differentiate itself from them. Singing? Sure. But a jingle? Better not.
When does an apartment feel like our home? The psychology of living says: when people, furniture and space fit together harmoniously. In music, this is the tonic, the resolution that comes at the end of a piece of music. If this keynote doesn't come ... then it doesn't fit. We have translated this principle into an easily recognizable leitmotif. The seven-note melody climbs up the scale full of tension and finally ends in relaxed harmony after a short pause. Just like when furnishing an apartment, when everything gradually falls into place and suddenly fits together perfectly. Perfect Fit!
The psychology of living is also the basis for the HARDECK sound colors: People, furniture and space are our instruments. Human voices sound personal and warm. We used selected HARDECK furniture as a percussion instrument and played a rhythm on it that sounds truly unique - the low bass comes from the sofa, the high pulses are tables and chairs. We interpreted the room with soft, airy ambient sounds. It feels good.
The kitchen, the heart of the house, inspired us to create the HARDECK Brand Music. This is where people come together, where they feel at home. We wanted to express this coziness and liveliness in the music. We also integrated spatial thinking into our concept presentation and developed another composition specifically for the living room theme. The beginning of the HARDECK music library?
We have created an audio branding for HARDECK that is timeless, very personal, easily recognizable and flexible. The sound stands out from the competition in the furniture industry and yet sounds very familiar. The sound can now be heard in TV campaigns, radio spots and social media. The collaboration with the HARDECK family and the team was also a perfect fit - and we never thought that furniture could sound so musical! Grönemeyer said: Bochum, I come from you. Bochum, I'm attached to you. And that's exactly how we feel now!
