When Deemah, the beloved Saudi snack brand, refreshed its visual identity in 2022, it needed more than just a new look—it needed sonic branding. To connect deeply with Gen Z while preserving its core message of joy and family-friendly fun, Deemah partnered with Sixième Son to create a unique sonic identity. The result is an upbeat, globally-inspired audio logo that’s as catchy as it is adaptable, embodying both innovation and tradition. Discover how sound became Deemah’s new secret ingredient.
Deemah is a Saudi biscuit brand based in Riyadh, operating under the United Food Industries Corporation Limited Company.
Following a visual rebranding in 2022, Deemah sought to create a distinctive sonic branding that harmonized seamlessly with its refreshed brand platform.
The main challenge for the brand was to target and be relevant to Gen Z.
The sonic identity needed to embody the brand’s vision of ”drawing delicious smiles every day” while also reflecting its core idea of “cheering lives with snacks full of fun”.
Finally, the brand was looking for an international sound, which could be adapted to local sound and instruments.
As a family-friendly, trusted brand offering high-quality snacks that blend tradition and innovation, the brand needed a bright, optimistic and modern sonic identity.
Sixième Son crafted an approachable sonic identity featuring a catchy, digitally-inspired melody. The sonic is upbeat, joyful, vibrant, and danceable, resonating with Gen Z while remaining inclusive and appealing to other generations.
Its simplicity ensures the Deemah sonic branding remains flexible and adaptable across a variety of touchpoints.
Its catchy melody adds uniqueness and personality, creating a timeless and memorable sound that reinforces the brand’s identity.