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The new sound of the GCC: Where heritage meets modernity in sonic branding
MusicGrid was featured this week in Campaign Middle East, highlighting how brands across Saudi Arabia, Kuwait, and the UAE are rethinking the role of sound in branding.
April 16, 2024
Gandour’s Audio Evolution: How MusicGrid Created a Timeless Sound for an Iconic Brand
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Gandour, one of the MENA region’s most beloved food brands, has taken a bold step into the future by embracing sonic branding — elevating its already iconic identity through sound. In collaboration with MusicGrid, Gandour has developed a rich, emotionally resonant sonic identity that honors its legacy while speaking to a new generation of consumers.
- Learn more about Gandour at gandour.com
- Explore the full case study here.
A New Era of Branding Through Sound
Sonic branding enables companies to communicate more deeply by using music and sound to express emotion, recall, and brand values. For heritage brands like Gandour, this creates an opportunity to modernize while staying true to their roots. From Kitco to Yamama, Gandour has been part of everyday moments for generations — and now, its sound is just as recognizable as its visuals.
A Melody That Evokes Emotion
At the heart of Gandour’s sonic logo is a warm, melodic motif — composed in a major key to convey familiarity, joy, and trust. The signature sound design was created to feel instantly comforting, like a memory you didn’t know you remembered.
Drawing on Gandour’s family-friendly legacy, the composition balances playful rhythm with elegant simplicity — evoking generosity and shared moments.
“We didn’t want to overcomplicate it. Simplicity allows the melody to live across generations — just like Gandour’s products,” said SI-bemol Younes, Creative Director at MusicGrid
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Regional Sound, Global Standard
The audio identity blends Middle Eastern instrumentation with global production sensibilities. Light percussive textures and culturally familiar timbres are used with restraint — resulting in a sound that feels both local and premium. The approach avoids clichés, creating a musical identity that is emotionally rooted in the region, yet refined enough to resonate on a global stage.
“The sound needed to feel like it belongs to the region — not just geographically, but emotionally,” said Dominique Tarabay, Brand Consultant at MusicGrid.
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Designed for Longevity, Not Just Ads
This wasn’t just a jingle. It was a long-term sound strategy development project, aimed at building a musical signature that grows with the brand. From early sketches to final mix, the process focused on emotional resonance, brand storytelling, and future scalability across touchpoints — from TVCs to digital. We ensured every element reflected Gandour’s values while being ready for a wide range of applications.
Setting a New Standard
With this project, Gandour joins a growing list of top regional brands investing in audio branding to increase brand recall. By embracing branded audio experiences designed for emotional impact, Gandour is reaffirming its role as a leader in the MENA market.
Explore the full case study here.
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