Cherished by millions, instantly recognisable, and a staple in kitchens around the globe, Nutella came to us for a sonic signature that would be as iconic as the spread itself.

Challenge

Nutella needed to be able to unite every one of its products under a single, ownable sound that was unmistakably their own. This meant creating a sonic identity that embodied their core values of positivity and togetherness.

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Approach

To do this, we honed in on the one ingredient that binds every Nutella product: the mighty hazelnut. We explored their full musical potential by:

Utilising them as a percussion groove

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and even turning them into a melodic instrument

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The result? A sound of pure, unadulterated fun that's so irresistible you can't help but grin (and probably crave a spoonful) when you hear it.

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Solution

Allow us to introduce you to Nutella’s sonic logo and 'The Sound of Nutella', their accompanying DNA track.

We grounded the sound in an accessible, acoustic pop vibe, wove multiple voices in harmony, and then topped it all off with a 6-note melody that has a way of getting stuck in your head.

With a playful fusion of guitar, horns, catchy vocals, and distinctive hazelnut percussion, we captured the essence of Nutella: pure positivity and togetherness.

"Nutella is a staple at family breakfast time across the globe. With their new and ownable sound, Nutella can continue building brand strength and saliency across all channels for many years to come."
BÉA DAYHead of Creative Direction
Results

77%
of listeners felt the music fit the Nutella brand
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73%
rate the sonic logo as memorable
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