Table Du Sud: Crafting a Sonic Identity
Table Du Sud began as the dream of two founding brothers in 2014, who started building tables in their shed. What started as a passion project quickly turned into a flourishing business. Today, Table Du Sud delivers over 200 tables per week, operates from two business premises, and showcases their craftsmanship in three showrooms.
Their philosophy is simple yet profound: every table must make their clients feel at home. To achieve this, each table is designed to reflect the buyer’s personality, making their products highly authentic and deeply personal. By focusing on customization and involving their customers in the process, Table Du Sud sets itself apart from mass-produced furniture businesses.
The Sonic Branding Process
In early 2022, we joined forces with the Table Du Sud team to embark on a sonic branding journey, using Clear Music’s proven ‘REDI-model.’ The process began with the Research phase, where we immersed ourselves in the Table Du Sud brandbook and thoroughly analyzed the sonic conventions of their industry. This allowed us to identify key opportunities for differentiation.
In the Explore phase, we crafted and presented curated playlists based on their buyer personas. This collaborative process ensured the chosen audio direction aligned with the brand’s identity and resonated with their customer base.
During the Develop phase, we created demos for a brandsong, a sonic identity, and a sonic logo. These assets were designed to encapsulate the authenticity and craftsmanship that define Table Du Sud, while evoking warmth and approachability.
The Implement phase has just commenced, with the launch of a 30-second TV campaign. This campaign features three variations of the brandsong, edited to complement the visuals, and concludes with the instantly recognizable sonic logo.
The Sound of Table Du Sud
We produced a range of musical assets that reflect Table Du Sud’s brand values and customer journey—from the first interaction to the delivery of their beautifully crafted products. Using piano, acoustic guitar, strings, and subtle percussive elements, we created a soundtrack that feels personal, warm, and authentic. The campaign ends with a sonic logo that ensures the brand leaves a lasting impression.
Project Credits
- Client: Table Du Sud – Teun Antonissen & Camilla Hendriks
- Creative Agency + Executive Production: Underpromise Agency
- Video: Trip To The Moon Films
- Director: Vincent Tilanus
- Sonic Branding & Music Production: Clear Music Amsterdam
At Clear Music, we specialize in helping brands find their voice through sound. Explore how we can bring your story to life: Clear Music.
Result
Project Credits
- Client: Table Du Sud – Teun Antonissen & Camilla Hendriks
- Creative Agency + Executive Production: Underpromise Agency
- Video: Trip To The Moon Films
- Director: Vincent Tilanus
- Sonic Branding & Music Production: Clear Music Amsterdam
At Clear Music, we specialize in helping brands find their voice through sound. Explore how we can bring your story to life: Clear Music.
”Together with Clear Music, we have been able to really strengthen the Table Du Sud brand using Sonic Branding. A thoroughly comfortable experience throughout with creative and flexible professionals who live and breathe music.
Camilla HendriksMarketing Manager at Table Du Sud
”The sonic branding process with Table Du Sud was very collaborative in nature, which made it really inspiring. It was great to be able to dive deep into the brands identity, their values and the ideal customer journey to create the perfect music to convey the Table Du Sud message across all brand touchpoints.
Jarl HectorCo-founder / ECD at Clear Music Amsterdam