Kenvue
The Kenvue Way: Sonic System
Antfood created a comprehensive sonic identity for Kenvue — a consumer health company for Johnson & Johnson's beloved wellness brands such as Johnson's, Listerine, Tylenol and Neutrogena.
In partnership with Wolff Olins, we set out to define the sound of personal care and construct a functional and inspiring sonic system for all touch points. This system is comprised of an uniquely ownable and attributable sonic logo, as well as a robust toolkit of original music that spans a wide range of tones and applications while always remaining true to the brand.
Brand Principles
While Kenvue is grounded in science and technology, the people it serves and employs are at the core of its mission: to realise the extraordinary power of everyday care. Throughout our process, we were inspired by the brand's four purpose principles:
- Put people first
- Care fiercely
- Earn trust in science
- Solve with courage
Sonic DNA
To reflect Kenvue's character and sound, Antfood conceived three key elements that define the brand's Sonic DNA:
- An uplifting, two-chord gesture that can be realized in both major and minor tonalities.
- Voice elements to add humanity, warmth and personality.
- Kenvue products as percussion instruments like Listerine cap taps, Tylenol bottle shakes, and Band-Aid flicks.
We designed a musical system born from these three key elements to serve the brand across all use cases, including product sizzles, lobby soundscapes, educational content, and event walkout music.
Sonic Signature
Finally, we summed up the sound of Kenvue with a succinct sonic signature, which will serve as a calling card for the brands for many years to come, emphasizing an authentic human touch and the power of the everyday.
