The Old Town White Coffee sonic identity draws from Ipoh street buskers, blending authenticity with warmth. Available in various moods, it reinforces the brand’s heritage and sense of community across Asian TVCs.
Old Town wanted to create a sonic identity that embodies its distinctive brand identity and heritage; It was important for the brand to preserve the rich soul of Ipoh, and yet sound modern enough to resonate with today’s audiences. The sonic identity also needed to exude a sense of togetherness and connection – symbolizing the role that food and drinks play in Asian culture of bringing people together.
Translating the brand into sound: the sonic identity took inspiration from buskers in Old Town Ipoh. Bringing people together through their creative expressions in the vibrant streets of Ipoh, they are artisans of their own craft –Their performances are often a little rough on the edges yet full of authenticity, character and charm.
Old Town’s regional teams now have access to a branded digital library featuring various adaptations of the sonic identity. These adaptations come in different moods and durations, suitable for content of every nature. The sonic identity has also incorporated into the brand’s TVC campaigns in China, Malaysia, Singapore and more, bringing consistency and coherence in the overall brand experience.