In the fast-moving FMCG category, decisions happen in seconds. Products compete not only on quality and packaging but on how they make people feel, and how quickly they’re remembered.

While visual identity has long played a dominant role in branding, sound is now emerging as an equally powerful tool. Sonic branding offers FMCG brands a way to create consistency across platforms, trigger instant recognition, and build long-term emotional connection.

Nada: Building Everyday Connection Through Sound

As part of a bold rebrand, Nada, one of the region’s most trusted dairy brands, partnered with MusicGrid to develop a new sonic identity. The goal was to translate Nada’s core values of vitality, warmth, and care into a sound system that could live across all brand touchpoints.

From digital content and TV campaigns to in-store activations, the new sound was designed to feel fresh, human, and regionally rooted. Rather than focusing on a single logo, the approach centered on building a full sonic system that reinforces emotional connection over time.

🎵 Listen to the case study: The Sound of Nada

Gandour: Honoring Legacy, Sounding Modern

Gandour is one of the most well-established names in the region’s FMCG landscape, with deep roots in regional culture and food heritage. The challenge was to create a sonic identity that respected the brand’s legacy while evolving its presence for a new generation of consumers.

MusicGrid worked closely with Gandour to craft a sound that blends familiarity with freshness — a reflection of both its heritage and its forward-looking vision.

🎵 Listen to the case study: The Sound of Gandour

Almarai: A Recognisable Benchmark

Almarai remains one of the earliest examples of consistent sonic branding in the regional FMCG space. Its soft, calm audio signature is instantly familiar to millions — often heard before the logo is even seen. While MusicGrid was not involved in the creation of Almarai’s sound, it continues to stand as a benchmark for how sound can shape trust, familiarity, and long-term recal

🎵 Listen to their sonic branding here: Almarai

Why Sound Matters in FMCG

FMCG brands operate in one of the most competitive categories in branding. Products are used daily, purchased frequently, and often chosen in seconds. In this environment, sound helps:

• Build emotional familiarity quickly
• Reinforce recognition across platforms
• Support consistent brand presence across digital, retail, and packaging experiences

More brands in the region are now investing in sonic branding not as a campaign asset, but as a long-term brand system.

Explore More

MusicGrid works with brands across finance, government, retail, and FMCG to craft sound systems that last.Explore more of our recent projects here or contact us to learn more.