It is a deciding element of our brand's emotional heritage. Our sonic logo is now in the top 10 of the best branded music.
Guillaume Dumarche, Marketing & Communication Director
Warm voice tones
Home improvement made accessible
Castorama has been the #1 French DIY company for the past 50 years. Which is why the Castorama sonic identity emphasised the long lasting legacy of the company over the years.
It has worked to make home improvement more accessible and taken their female audience into account in their positioning and messaging. To produce DIY content oriented around the fun of improvement vs. the burden of it, they needed a lighthearted approach to their sound.
Castorama came to Sixième Son in 2011 to create their brand-appropriate sonic identity and sonic brand strategy.
Cheerful voices with an entertaining rhythm: joyful and open, the sonic identity is at the heart of the brand’s image. The sonic identity evokes the sensation of a relaxed and cheerful do-it-yourselfer.
In 2019, the sonic identity underwent an evolution to emphasize the idea of having fun together, Men and woman together sing the sonic logo over a lively rhythmic composition.
According to a 2018 IPSOS study, the Castorama sonic identity has performed impressively. Its recall is 30% higher than the music previously used.
In France, 94% of those questioned had already heard the Castorama sonic logo making it the 4th most recognizable sonic brand.
Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Marie-Claire Chevalier – International Project Director
Julien Goris, Vincent Turbé – Art Directors
Alexis Mangou, Marion Combes, Ianis Mauraisin – Designers