Parmigiano Reggiano
7 beats
SERVICES
#SOUND LOGO
#BRANDMUSIC
#PLAYLIST
#FIELD RECORDING
#CUSTOM MUSIC
BrandMozart created the complete audio branding project and the official music of the Consorzio del Parmigiano Reggiano, condensing the art and tradition of a Made in Italy food excellence into a sound work.
THE BRIEF
Parmigiano Reggiano is a unique and unmistakable product, considered the king of cheeses and one of the most well-known food brands in the world. The Parmigiano Reggiano Consortium recently released a new, structured visual identity that can bring consistency and uniformity to the application of the brand. To complete this path of stylistic renewal there was a need to extend image coordination to the sound identity part as well, in order to well preside over all communication touchpoints with a well-defined tone of voice with proprietary musical assets.
SOLUTION
BrandMozart was commissioned to develop a comprehensive audio branding project to outline the guidelines at the sound level by introducing for the first time in the Consortium's history a sound logo and an official musical theme declined in different versions that can be used in different areas and communication contexts. A sound identity articulated and well rooted in the founding values of the Consortium capable of representing a 1,000-year history.
The sound signature
The sound logo is a key element of a company's or brand's communication, as it allows it to create an emotional connection with the audience and convey the brand's values and personality. To create the sound logo for Parmigiano Reggiano BrandMozart used a 7-note system where the rebates evoke the percussion of the gavel used to test the quality of the product as well as symbolically representing the affirmation of tradition as an indispensable north star for the new challenges of the future. Finally, this set of notes lends itself perfectly to sounding out the singing of the lyrics "Parmigiano Reggiano."
SOUND LOGO 1
SOUND LOGO 2
SOUND LOGO 3
VOCAL LOGO
Brand Song
7 Beats
The name of the main musical theme 7 BEATS is intended to pay homage to a typical gesture in dairy tradition by evoking the percussion of the gavel used by artisans during production to check the quality of the product.
The composition proceeds projected forward in an upward direction with retrocessions (notes A and B) symbolizing looking backward, to one's origins... Each retrocession corresponds to a leap forward, which on a conceptual level represents pushing forward, projecting into the future, drawing strength and energy from one's past, one's traditions, one's history. The final note (C) ends on the fifth degree, which, referring to the rules of harmony, represents the point of maximum openness toward the future and the new. The note "C" also symbolizes the present and consequently being ready to take any path to project into the future.
ORIGINAL
EPIC
Playlist
The Parmigiano Reggiano Consortium now has an official profile on Spotify where there will be a series of thematic playlists representing the founding values of its brand manifesto. BrandMozart has created a series of playlists by matching them to the right musical mood, matching the sensory characteristics of the products to the corresponding musical styles in order to have a perfect match.
Field Recording
The dairy is a place full of sounds, telling the story and the work of the people who make the cheese. These sounds are an integral part of the sound identity of the Consortium, a brand that has been in the business of turning milk into art since time immemorial. To celebrate this tradition and innovation, BrandMozart has created a series of soundscapes, created by sampling live moments and stages of production and then transforming them into music within the sound identity project.
