Musical Theme and Sound Logo

We left the first workshop with the working group convinced that the theme would have a pop touch. But what pop would that be? What elements would the music have? So we went to the second workshop with working group where we listened to music, chose the ideal rhythm, the harmonic environment, the emotions we wanted to provoke in our audience, what kind of melody and what ingredients, meaning instruments, would be important to have in the dish we wanted to serve hot and full of flavors.

Based on these attributes, we created and arranged a somewhat progressive POP musical theme with classic elements such as the piano which makes up the main melody, and the Cello, mixed with the steel guitar and the guitars that make melodies and countermelodies. All this in a very affective, emotional, and somewhat 70’s feel. The sound logo is the most striking part of the melody played by the guitar with little distortion and with the drums in the background that convey the solidity of the history of this brand. From Araxá to the world. This expression defines the music and logo we created.

Brand Voice

In a thought exercise to personify the brand, we understand that if it were a person, it would be a 40-year-old man, from Minas Gerais of course, who lives in SP, is cultured, and different speaks languages, interested in business and technology. Nothing so out of the ordinary, however, this profile helped us define the style of the brand’s voice.