How Wasa built its sonic identity with Epidemic Sound
What does nostalgia sound like? For many, it's the rustic crunch of a Wasa crispbread, a sound of Swedish heritage. As Wasa expands globally, it needed a sonic identity as iconic and consistent as its product to translate that feeling for new markets.
Background & challenge
As a brand beloved for its heritage, Wasa faced a challenge: how to evolve for a global audience without losing its soul. They needed a sonic identity that could work anywhere, in any format. The sound had to be instantly recognizable, emotionally resonant, and true to its Swedish roots, while differentiating it from competitors and ensuring consistent audio experiences across TV, digital, and social content.
Solution
Through a multi-phase collaboration of research, workshops, and studio sessions, Epidemic Sound guided Wasa in building a comprehensive sonic identity. The project delivered a versatile and scalable system, featuring bespoke sound recordings for signature "Wasa moments" and curated playlists designed to reflect the unique mood of each product category. Equipped with a sonic playbook for global teams and partners, Wasa can now ensure every piece of content stays true to its sonic identity.
Results & impact
The new sonic identity delivered immediate impact. It gave Wasa a distinctive, memorable sound and a strategic foundation for global growth, supported by easy access to curated brand playlists and all-inclusive licensing that ensures long-term safety across platforms. Campaigns built on the new sonic system saw higher view-through rates, and today every market is equipped to create high-performing, on-brand content that resonates with audiences everywhere.
Getting to “Go Hard”
Follow the collaborative process that led to Wasa’s new sonic identity.
Customer highlight
Wasa’s sonic identity brings sound to the center of the product experience. The crispbread crunch isn’t just a noise – it’s a physical vibration that creates joy, now brought directly into content and marketing. Combined with music inspired by cooking and food culture, the identity boosts engagement, signals quality, and sets expectations for Wasa’s products.
A quote
“The sonic identity we created with Epidemic Sound is such a good way for us to be more creative, stand out, and build brand memorability by using music and sound.”
Jakob Osborne Edman
Head of Brand for Wasa Crispbread Barilla International
DISCOVER ENTERPRISE
- Build your brand sound with expert music curators
- Access a wide range of music and sound effects
- Get legal peace of mind with an all-inclusive license