BrandMusiq, a global sonic branding agency, has developed a sonic identity for the iconic VIM brand. The agency created the Hindi and Tamil TVC soundtracks for Vim Bar based on the master sound or MOGOSCAPE.
VIM’s new musical logo or MOGO is aimed at connecting with the consumers at an emotional level and engaging them more deeply with the brand and creating a strong sonic asset.
Inspired by the successful women around, who excel in whatever they do, the brand is nudging the society to see women beyond archaic roles and archaic societal definitions of chores being a woman’s primary responsibility. The brand aims to offload women from these societal stereotypes and the stress caused by them because there is so much more they can and will be.
Speaking on the sonic approach for the identity, Rajeev Raja, Founder & Soundsmith, BrandMusiq said, “Basis the strategic framework, we used the science of sound and music to evoke the brand’s desired persona and emotions. A key element built into the sonic identity expressed the transformative nature of VIM’s cleaning action. We used an ascending sequence of chromatic notes to cue the VIM moment and this also became the MOGO or Musical Logo.”