From sound design to the Sonic Playground: a brand for remixing.
talabat is the market leader in the delivery industry in the Middle East and North Africa. For the Gen Z target groups, we have developed a new audio branding concept with local producers: sound ingredients for remixing. This keeps the brand fresh on all channels.
talabat didn't need a rigid corporate sound, but an interactive, constantly evolving audio identity. Inspired by the remix culture of Gen Z, we co-created all the ingredients of Sonic DNA together with our partner DE FALCON and up-and-coming local producers from the talabat regions. Real artists - real vibes.
The talaHOOK is an acoustic meme - playful, inviting and easy to imitate. And of course: a nasty catchy tune.
The melody works in everyday speech, sung in campaigns, or as a remix with a wide variety of instruments in user-generated content.
Locals in the MENA region are taking traditional culture and catapulting it into the present. In fashion, art and music. We call this spirit talaMIX - and use the approach for the entire talabat sound.
And not just in music: even the smallest UI sounds remix traditional instruments to give them an authentic local flair.
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We have also developed a series of micro sound effects that make every application sound like talabat.
Eccentric and charming like the corporate design - these short sounds can be used flexibly, emphasize the imperfection and have their own personality.
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UOur first two pieces of music for social media campaigns bring together all the ingredients of the Sonic DNA. With this strategy, the brand remains musically consistent, but at the same time completely flexible in genre and style.
The Sonic logo is the high-five at the end of every audiovisual application of the company. In just two seconds, it picks up all the ingredients of the Sonic DNA and ensures strong recognizability on all channels.
The talabat app is the user's daily companion. Visual and acoustic elements are optimized to be intuitively understandable.The UI sounds with the Sonic DNA give the app a haptic quality - and at the same time are so unique and strange that they stand out from the crowd.
The talabat sound is an invitation to participate, not just to consume.The Sonic DNA and its ingredients are constantly remixed through targeted activations, campaigns and live shows - increasing brand awareness, engagement and organic reach.
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why do birds and DE FALCON were the perfect partners for talabat's sonic branding. Their understanding of current music trends combined with their expertise in audio brand identity has helped us to develop a sound and music portfolio that fits perfectly with the brand experience we want to create. And we know it works - not only because we love what they have produced, but because our target groups have responded extremely positively to it.
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