The Sound of Vuse
The Electrifying Moment of Limitless Inspiration.
Vuse is the world’s first carbon-neutral vape brand and the number one vape brand by value share. In 2022 Vuse expanded its marketing capabilities, focusing on audio branding to heighten customer experience and brand storytelling. How did we create the sound of Vuse?
Vuse’s Sonic Identity is inspired by the Creative Class: A global, aspirational, cultural group with an insatiable appetite for inspiration.
Vuse’s Sonic Identity aims to connect with the Creative Class, its core customer group, to create brand memory structures and brand differentiation. The Creative Class is always looking for collaborative experiences and new ways to express themselves. The Vuse Sonic Identity is both flexible and adaptable, allowing for use across various touchpoints to soundtrack specific moments of inspiration.
What does inspiration sound like?
After analyzing brand values, brand purpose, and visual guidelines, we established a set of Vuse Sonic Principles. These descriptors describe Vuse sonically, translating brand attributes into sound: Iconic, Electrifying, Multifaceted, Friendly, and Optimistic. Based on these Sonic Principles we developed the Vuse Sonic DNA.
The Vuse Sonic DNA is composed in a fresh EDM-infused style featuring empowering lyrics tailored to the Vuse brand purpose, inspired by the Vuse brand manifesto. The verse establishes a positive vibe, while the pre-chorus builds anticipation for the electrifying chorus.
The Vuse Sonic DNA translated into a few seconds.
The main melody of the Vuse Sonic DNA defines the essence of an electrifying moment of inspiration. In the first half, three descending notes hold back, depicting self-doubt, while the second half leaps into a musical interval that unleashes the power of creativity. This unique melody serves as the basis for the Vuse Sonic Logo, emphasizing a moment of creative connectivity, tethering dreams to reality. The Vuse app sounds are also derived from the brand’s Sonic DNA to preserve memorability and recall. UX/UI sonic design reminds users when to recharge the device.
From Inspiration to Final Product, Vuse’s Audio Experience.
The Vuse sonic journey began with a mission to connect with its target audience while increasing brand recall and memorability. Our work led to the creation of 10 sonic assets in 3 different styles, all of which are now approved for global use.
