Ever since Carmen Miranda traveled the world asking, “what does the Bahian woman have,” Brazilian music and charm have become famous worldwide. From the flip-flops on our feet to our samba moves and zest for life, our unmistakable style has won over foreigners in the following decades and continues to be exported to this day. But how does this translate as a technique and attribute of Sound Branding strategies?

"All the branding identity construction I observe from foreign sources, whether European or American, tends to have a cooler approach. The Brazilian touch is characterized by the use of real instruments, affectionate melodies, with clever harmonies."


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Some examples illustrating this difference in approach are the sound logos of Intel and Audi, both with a more electronic and cold sound, conveying ideas of technology and modernity. In contrast, the Sound Branding project we carried out for MetrôRio, for instance, was crafted with unmistakably Brazilian and real instruments. We utilized trombone, flute, “guitarra baiana,” “rabeca nordestina,” and many others to create a melodic, affectionate, and caring sound, tailored to the people of Rio de Janeiro.

We can also mention the case of Vivo, where the chorus of cheerful human voices singing “Oh Oh! Oh Oh! Vivo!” in the musical theme was recorded with a live orchestra to convey the brand’s transformative, enthusiastic, and accessible personality. Below, you can see the creative process behind the project.

"Our approach is warm, lively, our music resonates!"


“Brazil keeps reinventing its music and has become a great source of inspiration for many musical productions worldwide. There isn’t a foreign artist interested in world music who isn’t captivated by our sound,” explains Zanna about the Brazilian way of doing Sound Branding. “Our way is different and naturally becomes a hallmark that Brazil exports along with its friendliness to the world, which definitely helps our brands to have a strong signature, imbued with all the other internationally recognized Brazilian attributes: friendliness, joy, affection, and warmth, embedded in the music from which the brand naturally benefits.”

Our project developed for L’Occitane Au Brésil is a good example, bringing a Brazilian touch that connects this French-origin brand. The soundtracks we created for the campaigns of the Vivre and Amburana lines or for the movie Cabeleira Brasileira translate a Brazilian, contemporary, spontaneous, and radiant personality in all pieces and applications.

For instance, the musical theme project merged pop elements with Bossa Nova, bringing an acoustic attitude with steel guitar and Hawaiian guitar accompanied by a set of percussion instruments. The result is an elegant sound with a subtle French touch.

“We used typical instruments like pandeiro and other percussion instruments as well as warm, dreamy harmony, chords, and melody,” explains Zanna. “The instrumentation is definitely crucial for building textures that make everything authentic, but also the rhythm, which, mixed with a pop language, brings novelty to the music. This blend of Brazilian aesthetics with international ones gives a lot of personality to any project,” points out Zanna.

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For those who want to delve deeper into the subject and better understand the Brazilian way of doing Sound Branding, Zanna will release in the next semester “A Minha vida sonora” (My Sound Life), her new book where she tells the story of how music brought her here and served as a guide in all her human processes, from professional to internal aspects.

“It’s a dive where I expose my intimacy and personal history, because music is embedded in this context,” anticipates the author. “In it, I present theses about music and the impact of sound on the world, on people, on the future, and the past. I also propose utopias and possible designs for a humanity and a future planet Earth. It’s a journey from the beginning to the future, scheduled for release in the first semester of the next year.”

Corcovado, Rio de Janeiro

If you still have any doubts about Sound Branding or how sound can boost your brand, company, or business, just send us a message.

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