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

Everything Torfs represents was captured in 6 notes. An easy-going tune both Torfs and its customers can easily remember and hum during shoe-shopping.

What we did

Radio . Sonic Branding . Sound Strategy

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With over 70 stores, Torfs is one of the best-known shoe retailers in Flanders and hardly ever misses a chance to win an ‘Employer of the Year’ Award. Torfs and Sonhouse agreed to work together on a full audio identity and sound strategy to support Torfs’ existing brand positioning. Our Sound Strategists & musicians went all in and handed over a thorough, tailor-made result.

Brandscore: the sound DNA

The brandscore is the starting point in 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? To make a brand sing in a relevant, distinctive, catchy ánd ownable way.

Torfs is a gentle and caring brand. They stand for femininity and authenticity. Torfs delivers service from the heart for all stakeholders and keeps ‘the joy of life’ and positive energy close to the chest. Not to forget: fashion. Sonhouse went to work and created a lovable, caring and slightly cheerful sound layer for the brand.

Sonic Brand: the core of the DNA

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

Everything Torfs represents was captured in 6 notes. An easy-going tune both Torfs and its customers can easily remember and hum during shoe-shopping. A true sound signature, distilled from the brandscore’s clear melody – including animated visual logo.

Consistent Communication Touchpoints

Touchpoints are the various opportunities where customers ‘touch’ the brand. At each and every one of these points, brands should give the customer a consistent experience, reinforcing its identity and fulfilling its promise.

Mozart said “The music is not in the notes, but in the silence between”. Deploying the sound identity consistently makes your brand stronger. But it’s equally important to avoid sound pollution and overload. Sound should be used only when it amplifies.

Learn more about Sonic Branding

Radio Campaign

Seamlessly following up on the Sonic Branding development, Torfs also trusted Sonhouse with the complete production of their bi-monthly radio commercials.

Seasonal Online Video

Torfs makes great use of online video and ensures everything fits the seasons as well. So we equipped Torfs with two unique and original adaptations within their Sonic Branding: a moody autumn version and a cheerful Christmas rework to match the time of year and its ambience. Torfs never has to google ‘christmas music’ ever again!

Torfs x Make Lemonade: A Shoe For Everything

Sonic Branding is ‘alive’ by definition: a new message could require a rework of the brand’s music, changing the feel but adhering to the sonic DNA and its motif. For this new TV, radio and online campaign, we created a punk/garage rock version of the Torfs sound identity, matching the high energy messaging of the ads.


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