Outdoor lifestyle brand Kathmandu has partnered with international music agency MassiveMusic to bring the brand to life with the launch of a distinctive audio identity.
What do you get when you combine the sound of you outdoors, a wooden melody, and a unique bird call? The sound of Kathmandu.
Sound shapes the world around us and Kathmandu knows that our best lives are lived outside. The new Sonic logo highlights the brand’s mission to bring people “Out There” while providing a different and emotional boost to consumers.
Eva Barrett, Director of Clientele in Kathmandu, said: “Kathmandu has always aimed to bring people to nature, where we feel better – your spiritual and mental well-being is enhanced when you are in nature. .
To capture and create the unique sound of ‘Out There’, Kathmandu’s audio DNA draws on three key pillars: the sound of ‘you’ on the outside, a catchy melody played on wooden instruments, and a call. single bird.
These creative hooks come together like ‘the call of the wild’ and work in unison to create an instantly recognizable audio identity that conveys the cheerful, carefree and spontaneous personality of Kathmandu.
“To capture the joyful, spontaneous and carefree spirit of the brand, we took inspiration from the natural world and created a sound from three distinct parts that belong to ‘Out There’,” said Marjin Roozemond, director of the creative strategy at MassiveMusic.
“We found our rhythm in the sound of your exploring the outdoors, our distinctive wooden melody of the trees and complemented it with the catchy sound of a unique bird song,” she continued.
“These three elements combined create a sound that is instantly recognizable and unique to Kathmandu.”
The journey began with immersive field recordings. The sound of “you” exploring the outdoors acts as the basic rhythm of the Sonic logo, while a gentle percussive rhythm captures the brand’s playful spontaneity.
The second source of inspiration for the Sound of Kathmandu came from the trees. A symbol par excellence of nature and living matter from which the first musical instruments were born.
By incorporating a catchy melody played on wooden instruments, audio DNA resonates with contemporary musical culture and enhances brand recall by telling a melodic story.
Inspired by the best musicians in nature, the third element of the Kathmandu sound logo is made up of an inimitable bird call that captures your ear and calls you to adventure.
In the picturesque mountains of France, the passionate artisans of Quelle Est Belle use sustainably sourced materials to create hand-crafted wooden calls. With these instruments and the advice of an ornithologist, Kathmandu designed an entirely unique and recognizable hybrid appeal for the brand.
The release of the Sonic logo from Kathmandu crowns a very successful summer campaign. With an exclusive one-of-a-kind collaboration with Sydney artist Mulga and a partnership with Australian musician G-Flip.
B&T can’t wait to see the sequel for the brand.