Kathmandu Launches An ‘Out There’ Sonic Logo

Outdoor lifestyle brand, Kathmandu, has teamed up with international music agency, MassiveMusic, to bring the brand sonically to life with the launch of a distinctive audio identity.

What do you get when you combine the sound of you outdoors, a wooden melody and a unique bird call? The Sound of Kathmandu.

Sound gives shape to the world around us and Kathmandu knows that our best lives are lived outside. The new Sonic Logo highlights the brand’s mission to get people ‘Out There’ whilst delivering a differentiating, emotional boost to consumers.

Eva Barrett, chief customer officer at Kathmandu stated, “Kathmandu has always been about getting people out there in nature, where we feel better – your spiritual, mental wellbeing is enhanced when you’re out in nature.”

To capture and craft the unique sound of ‘Out There,’ Kathmandu’s audio DNA takes inspiration from three key pillars – the sound of ‘you’ outdoors, a catchy melody played on wooden instruments and a unique bird call.

These creative hooks come together as ‘the call of the wild’ and work in unison to create an instantly recognisable audio identity that conveys Kathmandu’s joyful, carefree, spontaneous personality.

“To capture the joyful, spontaneous and carefree spirit of the brand, we took our cues from the natural world and crafted a sound from three distinct parts that belong ‘Out There,’” said Marjin Roozemond, director of creative strategy at MassiveMusic.

“We found our rhythm in the sound of you exploring the outdoors, our distinctive wooden melody from the trees and we top it off with the ear-catching sound of a unique birdcall,” she continued.

“These three elements in combination create a sound that is instantly recognisable and uniquely Kathmandu.”

The journey began with immersive field recordings. The sound of ‘you’ exploring the outdoors acts as the grounding rhythm for the Sonic Logo whilst a light percussive rhythm captures the light-hearted spontaneity of the brand.

The second source of inspiration for the Sound of Kathmandu came from the trees. A quintessential symbol of nature and the living material from which the first musical instruments were born.

By incorporating a catchy melody played on wooden instruments, the audio DNA resonates with contemporary music culture and improves brand recall by telling a melodic story.

Inspired by natures best musicians, the third element of Kathmandu’s Sonic Logo is comprised of an inimitable bird call that captures your ear and calls you to adventure.

In the picturesque mountains of France, the passionate craftspeople of Quelle Est Belle use sustainably sourced materials to create handmade wooden bird calls. With these instruments and the guidance of an ornithologist, Kathmandu crafted a hybrid call that is entirely unique and recognisable to the brand.

The release of Kathmandu’s Sonic Logo rounds off a highly successful summer campaign. Featuring a first-of-its-kind exclusive collaboration with Sydney artist, Mulga and partnership with Australian musician G-Flip.

B&T can’t wait to see what’s next for the brand.

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Eva Barrett G-Flip Kathmandu Marjin Roozemond MassiveMusic Mulga