
CASE STUDY
DISRUPTIVE AUDIO BRANDING

CLIENT: Sazerac
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SERVICES: Audio Logo
Fireball sought to break through traditional advertising with a bold international audio campaign. To stand out, they needed an audio logo that instantly grabbed attention and embodied 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.

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
