To launch its EV brand, Deepal partnered with Sixième Son to craft a bold sonic branding. This sonic identity breaks from traditional automotive codes and defines a new sound for electric mobility. It's inspired by nature, shaped by human emotion, and powered by technology.
As part of its brand launch, Deepal wanted to develop a holistic sonic branding strategy to enhance and boost its brand identity and awareness, communicate and deliver its brand message across various touchpoints and engage its audiences to grow its share of the market.
The challenge? To break away from music codes associated with traditional combustion engine vehicles and set the tone for the EV industry.
Unlike traditional combustion engine vehicles, electric vehicles do not produce much sounds – So how do we craft a sound for a brand that is, for the most part, silent?
Distilling the 3 brand pillars into sounds, the sonic branding is a harmonious blend of:
NATURE: Clean, organic and uncomplicated, inspired by the sounds you hear when driving a Deepal – a drive so silent, the only sound you hear the gravel/earth beneath the car and the swoosh of the wind.
HUMAN: Soulful human voice layers bring vitality and wholeness to the sonic identity–with a melody that progressively soars, suggesting upward progression – evoking a feeling of boundless possibilities
TECHNOLOGY: Produced with modern electronic synthesizers, the loops representing the technology pillar are energizing and fast-paced, yet fluid. It demonstrates the brand’s technological efficiency and performance, reflecting the brand’s confidence in evolving and advancing, to create sustainable mobility solutions.
During its brand launch, Deepal unveiled its sonic identity along with its brand film; and the sonic identity is subsequently adapted to fit other touchpoints – creating a sonic system that includes digital platforms, corporate events, and the brand’s digital magazine – consisting of both functional sonic assets (UX sound design/SFX) and sonic assets designed to build an emotional connection between the brand and its audiences.