Ultra Premium Direct

A unique and strong sound identity will allow us to unify our brand experience and reinforce Ultra Premium Direct's reputation. It embodies the love we have for our animals.

Sophie Wincker, Co-founder

Sound for a love brand

An accessible brand at the service of animal welfare


Ultra Premium Direct fights against animal junk food and for the well-being of our companions.

Specialized in healthy and accessible food for cats and dogs, the brand wanted to develop a sound strategy to reinforce its innovative positioning and let people know that it really cares about animal welfare.

By being available only online, the brand was in need of a sonic creation to be easily recognizable and to continue establishing itself as a “love brand”.

Sonic identity

The sonic identity reflects the values dear to the brand: kindness towards animals, closeness with their owners and complicity.

Ultra Premium Direct is a brand that listens to everyone. The brand offers quality healthy food for dogs and cats, a bold positioning that the brand expresses through its tailor-made sound strategy.

This is expressed in an easily memorizable sound creation, which inspires joy, sharing, trust and reliability.







Ultra Premium Direct has become the first brand in its sector to implement such a successful sound strategy at all points of contact.

The sound identity enhances the brand’s history and success, which has been advocating “made in France”.

Because the brand does not only sell products but also advises and guides pet owners, the music contributes to federating a community around the love of animals and the Ultra Premium Direct universe.

It is used in TV ads and billboards, on the radio, as on hold music, and in the new Montauban showroom.




Sophie et Matthieu WINCKER : Co-Founders of Ultra Premium Direct
Armandine ALBERT : Webmarketing / Design Manager


Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Delphine Guérin – Key Account Director
Vincent Turbé : Senior Art Director