Work

Table Du Sud
Sonic Branding

Table Du Sud began as the dream of two founding brothers in 2014 who started building tables in their shed in late-2014. Since its inception, the company has gone through a spectacular growth in a short time. In present day, the company is delivering 200+ tables per week, operating from 2 business premises and showcasing their excellent craftsmanship in 3 showrooms.

Their products are all about making their clients feel at home; The tables have to reflect the personality of their buyers and therefore, be authentic. Table Du Sud attempts to stand out from mass-producing furniture businesses by delivering a customized experience with great influence from their customers.

We entered the sonic branding process with the Table Du Sud-team earlier in 2022, following the Clear Music ‘REDI-model’. Starting out with the Research-phase, we dove into the Table Du Sud brandbook, and thoroughly analysed the sonic conventions of the market.

In the Explore-phase, we created and presented many playlists based on buyer personas to see which audio direction might be most suitable for the client and their customer-base. During the Develop-phase, we created demos for a brandsong, sonic identity, and sonic logo. The ‘Implement’ phase has just commenced, with a 30-second TV campaign in three variations with an edit of the brandsong, ending with the sonic logo.

We produced various musical assets for Table Du Sud that reflect their brand values and the customer journey – from client inception to product manufacturing and delivery. We’ve used piano and acoustic guitar, strings and subtle percussive elements to create the perfect soundtrack for the Table Du Sud video marketing, ending with an instantly recognizable sound logo.

Credits:

Client: Table Du Sud – Teun Antonissen & Camilla Hendriks
Agency: Underpromise Agency
Production agency: Trip To The Moon Films
Director: Vincent Tilanus
Sonic Branding & Music Production: Clear Music Amsterdam

Moonback
Sonic Branding & Sound Logo

Moonback’s journey started in 2020 with a LinkedIn post that went viral and was viewed by 2.5 million people. This was shortly followed by a crowdfunding campaign, where 1.524 people collectively invested a whopping 2 million euros – simply because they believed in their mission of providing honest service for easy hotel bookings

Clear Music Amsterdam created Moonback’s SONIC BRAND IDENTITY as well as their remarkably fresh and ear catching AUDIO LOGO.

The song we created for Moonback features elements from various musical genres, different cultures and musical eras. The back-bone of the song is a late 80’s inspired disco-pop beat that is both laid back and driving at the same time. This is driving relaxedness is achieved by timing the bass and drum parts in a particular way.

On top of this groove we added a catchy lead house-music inspired synthesizer dubbed with electric guitar for extra punch. This
lead melody is the so called ‘hook’ of the song. This hook is what makes the Moonback brand song very memorable and easy to
fall in love 💙 with.

All this is sprinkled over with bebop/scat vocals that make the ‘MMM BBBBAH’ sounds throughout the track. ‘MMM BBBBAH’ is of course sub-consciously already hinting at ‘Moonback’ which you’ll hear as a soul piercing mnemonic (audio logo) at the end of the track.