AXOR Sonic Branding

AXOR stands for visionary thinking, excellence and distinctiveness. Those attributes form the core of the new acoustic brand identity, which extends and enhances the brand experience by adding an auditory layer.

The company designs and produces iconic objects for luxurious bathrooms. Developed in collaboration with world-renowned designers, the AXOR collections offer products in a wide variety of styles.

The Munich design agency Martin Et Karczisnki has developed a comprehensive design system for the brand. Our task was to develop a sonic branding that is as unique as the AXOR brand itself.

A Constant State of Flux

Once a detailed analysis of the brand and the competition had been performed, the auditory world A Constant State of Flux was created. The luxurious, distinctive and expressive character of the brand is reflected in a unique, fluid musical concept that integrates the various aspects of the brand's character as well as the textural properties of water – the core of the products.

Water moves in a state of chaotic and constantly evolving flux. Its physical particles diffuse and distribute themselves through space and time without connection or symmetry.

This auditory world is defined as the constant development and variation of individual musical elements, whereby water and its properties are integrated into the tonal framework. Flowing and constantly evolving elements form the basis of the soundscape, instead of repetitive musical patterns and looped song parts.

Robust sonic forms with a haptic effect, which shine in different colours and embody a versatile textural palette, provide the foundation. Value plays a role in the selection and editing of the sounds as well as in the composition of complex harmonic figures that express the constant flow of water.

The most important properties at glance:

1. Constant further development of musical motifs within a work
2. The arrangement is continued without interruption
3. Application of exceptional textures and sound designs

"The special thing about the concept is that it leads to uniquely high-quality results. Constant further development of musical patterns and arrangements, no monotony, and a particularly large amount of detailed work in the execution. All the brand-defining properties of the products are therefore also rediscovered in the sound."– Matteo Ponzetta, Creative Director (TRO)

Sonic Guideline

A guideline pools all the results of the sound branding exercise and guarantees AXOR brand-compliant use of music and sound. Content managers can therefore curate music and sound independently and flexibly. The timeless character of the auditory world will continue to shape all audio-visual points of contact with the brand and support its differentiability.