The Merrell sound invites all ages to enjoy nature, balancing adventurous energy with inclusivity. A mix of footsteps, natural percussion, and bird songs reflects a communal outdoor experience, enhancing brand connection across platforms.
Merrell contends everyone should share the simple power of being outside. Analysis revealed the category was not connecting to the joy of being outside. Like the visuals, the sound was extreme.
Staying true to its inclusive nature, Merrell was repositioning to be a fashion brand, relevant to a younger demographic.
A modern approach to sound that stands out as an invitation to explore the outdoors together. A sonic system designed to flex across content, supporting a variety of styles and emotions.
A relaxed energy conveys the non-frantic pleasure of the hike, run or walk. The sound of voices calls to mind enjoying nature together. Natural wood percussion, suggests spontaneously making music with the nearby sticks and hollow logs. Footsteps infused with the rhythm evokes the sound of the trail. Birdsong and other nature sounds create an inviting outdoor environment
Consumer testing of the sonic logo
Values: Confident (65%) Approachable (63%) Encouraging (61%)
After exposure to Merrell name: (42%) of respondents felt “more connected” to brand; (44%) “want to buy” Merrell; (57%) the sound logo is appropriate for a fashionable brand.