Sonhouse is a sound production agency and platform for sound people.

The discounter-pioneer that’s close to the people. Sounds like ALDI.



What we did

sonic branding . sound strategy

At ALDI, everything revolves around the small, daily joys of honest and simple groceries. High quality, low prices and what you see is what you get. Considering this, what should ALDI sound like as a brand?


The score is the starting point of creating a sound identity. This soundtrack is the alpha and omega of your sound: it contains all the necessary elements for further derivatives. Our mission with it? To make a brand sing in a relevant, distinctive, catchy and ownable way.

As the musical backbone of every brand, the score brings a funkadelic simplicity with a catchy yet determined melody. A sense of friendly assurance and musical suggestions of a product quality that doesn’t have to cost an arm and a leg.

Logo: the core of the DNA

The sound logo is the sound logo that represents the melodic heart, distilled from the full score. Short, particular, recognisable, completely ‘you’.


Many touchpoints will benefit from this sonic branding process: radio, TV, online video, in-store announcements, case movies and so on. For a recent TV-campaign we reworked the score in a more emotional, folky, guitar-based composition

This case was developed with ALDI & The Backroom.

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