South Africa, Jan. 27 -- Howard Audio was approached by agency, Grey, to create a new brand sound for Consol Glass; an audio mnemonic that would become the sonic brand identity of Consol to resonate with Consol consumers. The mnemonic needed to depict the values and personality of the brand; premium, natural, unique, clear.

The brief was for the mnemonic to be distinctly Consol; so Howard Audio went to the source - the flagship Consol store in Woodmead, where we spent a day experimenting with different ambiences of glass products. We selected around thirty products and brought them into our audio studio to record the sounds of the glass. Our audio vision, so to speak, was to brand Consol by using the actual products themselves. A sonic i...