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.
Radio . Sonic Branding . Sound Strategy
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.
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.
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.
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.