December 9, 2025

Shake Shack MENA | The Sound of Flavor

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Not every sonic branding project begins with a full identity system. Sometimes, a single campaign can be sonified.

For Shake Shack MENA, MusicGrid collaborated with BPG Group to develop the sound direction for the regional launch of the Falafel Shack campaign. The goal was to translate the brand’s personality into a set of adaptable music cues that matched the tone of the creative concept and connected with regional audiences.

The Falafel Shack campaign needed a sound that felt authentic to the region while staying true to Shake Shack’s global character. We began with research into how sound influences appetite and recall across food campaigns. From there, our team designed a series of short musical idents built around rhythm and texture, allowing each variation to fit different time cuts and platforms.

Each cue was composed to highlight the balance between urban energy and local flavor, reflecting how the campaign localized a global brand for the MENA market. The result was a music system that could extend across social, film, and retail touchpoints while keeping a consistent sonic thread.

The project brought a new dimension to Shake Shack’s brand storytelling in the region. By using sound strategically, the campaign created a stronger emotional link between product and audience, turning flavor into something that could be felt as much as seen.

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