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CASE STUDY
DISRUPTIVE SONIC BRANDING

CLIENT: Sazerac

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SERVICES: Sonic Logo

Sold in over 70 countries, Fireball was launching a bold international audio campaign on music streaming platforms. While the brand had a strong visual identity, it lacked distinct audio assets. 

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To make an impact, Fireball needed an audio logo that would capture attention instantly—and channel the mischievous spirit of the Dragon Man.
 

APPROACH: To establish a strong brand connection, Sonic Signatures used sounds that evoke heaven and hell.  A dragon's fiery breath captures attention while a angelic choir creates an unexpected contrast to the Dragon Man’s voice. The logo concludes with a striking three-note melody, reinforcing the three syllables in Fireball.



 

RESULTS: Debuting in a feature role, the audio logo played four times in the first international audio ad. Now, it carries the brand’s mischievous character across global campaigns, leaving a lasting impression.

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When we approached Sonic Signatures we had a short timeline and a big request to help break through the noise of traditional advertising. We needed a sonic logo that would bring to life Fireball's unique character in a way that was both authentic to the brand yet disruptive to the medium. Sonic Signatures embraced our brand guidance, translated it into a unique audio identity that captures Fireball's essence, and did so on record timing. We’re excited to see how the new signature ignites our results across our creative toolkit!

 

—Danny Suich, Global Brand Director - Fireball

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© 2025 Sonic Signatures

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