Weetabix

Weetabix, the most popular breakfast cereal in the UK, wanted an audio identity matching its rich British heritage and the empowering feelings associated with its iconic brand name.

Industry:

Food, Beverage & FMCG

Services:

Audio Identity Audio Logo

Overview

Weetabix has been fuelling the UK with high-quality cereals since 1932. To communicate their brand values and global aspirations efficiently, Weetabix partnered with Sonic Minds to unlock the inner sound of their iconic lozenge logo and build an audio identity rooted in optimism, energy, and British heritage.

The challenge

Weetabix needed an audio identity that perfectly summarized their classic tagline “Have you had yours?” and captured the empowered, ready-for-anything feeling you get after having your morning bowl of cereal. As an iconic British staple, the sound had to feel familiar yet modern and forward-facing.

“Weetabix has always had a very strong and distinctive visual brand profile, but I believe this is the first time that Weetabix has explored ideas of how their brand should actually sound by finding its own sonic identity.”

Dave Reynaud

Sound Designer & Composer

Sonic Minds

The solution

To define the brand’s personality, we utilized archetype mapping to answer: “If this sound was a person, what traits would it have?” Finding the right balance required an iterative process of creative trial and error across two distinct musical directions.

Exploring brand archetypes

Our initial exploration tested a nostalgic, acoustic direction grounded in the Jester archetype–characterized as light-hearted and comedic. This version incorporated natural-sounding orchestral instruments, whistling, and acoustic cereal box sounds. However, together with Weetabix, we recognized that it lacked the forward-facing, modern edge needed for today’s market.

We shifted to the Magician archetype–a charismatic, innovative personality emphasizing bold, energized instrumentation. This created a contemporary sound design language that captured Weetabix’s forward momentum while maintaining warmth and accessibility.

Thinking outside the cereal box

A central focus was recording physical products and utensils associated with breakfast routines. We experimented with organic and electronic sound design, literally sampling the physical product, utensils, and breakfast environments to build authentic texture.

“Our brief called for a degree of experimentation with organic as well as electronic instrumentation… This would involve a little bit of thinking outside the (cereal) box, quite literally, by exploring the sound design possibilities of the physical product and any associated utensils or sounds that were commonly associated with a breakfast-eating environment.”

Dave Reynaud, Sound Designer & Composer

Audio logo narrative

The audio logo is modern, upbeat, and memorable, featuring a singable melody paired with a distinct spoon sound effect. It tells the story of anticipation for that first spoonful of Weetabix each morning: forward-driving percussion builds energy and tension, bright brass signals excitement for the day ahead, and the final sound of a spoon striking a bowl provides a satisfying release.

The result

The playful, distinct audio identity helps Weetabix stand out in the competitive breakfast aisle and across broadcast media, forging an immediate emotional connection with consumers.

Words from client

“Sonic Minds made the process of creating a new audio identity simple. They guided us through the definition of the brand sound, prompting us and challenging us when needed in a series of workshops. They worked collaboratively with all our internal stakeholders and our lead creative agency, and have delivered an audio logo that is flexible to stand the test of time. They have been brilliant, totally responsive and collaborative helping us through the process.”

Gareth Turner

Head of Marketing

Weetabix