A seat at the table

The Solution

After conducting in-depth workshops and collaborative sessions with Imerco, we discovered three key audio principles:

The sound of everyday life

When everyday life moves fast, you can’t always control whether the egg timer rings too long, a glass tips over at the dining table, or dad accidentally sits on the remote. Instead of smoothing out these moments, we leaned into them. Each carries a distinct sonic fingerprint; intimate, imperfect, and unmistakably human.

To make the brand feel rooted in real, tangible experience, we explored the use of skeuomorphic elements – sound design inspired by physical, everyday objects. A ceramic mug clinking. Cutlery scraping the tableware. The rustle of a recipe card. These subtle details ground the soundscape in reality while creating a playful and engaging tone.

The frame for memories

The furniture and home decor that Imerco designs is made to support their customer’s everyday experiences, they create the framework so that their clients can create the memories. We explored instrumentation and musical concepts that were free from time-bound trends. We wanted to create a musical frame that embraces time, and holds space for all generations. The sound identity is therefore primarily acoustic but with modern references, and the instrumentation is warm and light. There are human elements such as vocals, humming, handclaps and their presence creates an instinctively relatable feeling for the listener.

Cheerful simplicity

The simplicity of Imerco’s brand reflects the Danish design tradition, and so we tried to do the same in our music. The melodies and overall sounds are minimalist, but yet engaging. The soft curves and rounded icons evokes a cozy feeling. It is an intentional and familiar sensation, which we reflected in creating a short, simple but yet colorful audio logo.

Audio Logo

In the audio logo, you hear familiar, comforting sounds: the atmosphere of shared meals around a table, subtle sound design drawn from everyday household objects, and a simple yet sparkling melody that has become the unmistakable sonic signature across all of Imerco’s brand touchpoints.

Christmas Version

As Christmas approaches we spend more and more time at home. An audio logo is a core element of a brand’s sonic DNA; but it should still be adaptable. When you listen to this Christmas-edition of Imerco’s audio logo, you can hear an added music box, sleigh bells and slightly different sound design, adding that extra sparkle.

Appetite for life

Our next step was to create branded tracks which incorporated Imerco’s sonic identity, while being suited for their campaigns.

To build a holistic audio identity for Imerco, every sound needed to flow naturally. Our first brand track for Imerco was made as an extension of Imerco’s sonic essence—capturing the warmth of togetherness, the joy of everyday beauty, and the effortless charm of Danish living.

Here you can see a commercial with the brand track and experience how these elements come to life through sound.

The coziness of the everyday

This brand track was created to capture the feeling of a regular day of the week. You can hear warm, acoustic elements and sound effects created with familiar everyday objects.

Listen to the track here:

Conclusion

By translating Imerco’s core values into sound, we’ve created an identity that resonates across seasons, formats, and generations. Whether it’s a campaign spot, an in-store experience, or a digital touchpoint, Imerco’s audio branding now offers a seat at the table where everyone is welcome, and where every moment sounds like home.