One in three breads worldwide is made with Lesaffre yeast, a key player in fermentation for 170 years. Present on every continent, the group employs 11,000 people from 96 nationalities and continually innovates in the fields of baking, nutrition, health, and the environment. Its mission is to sustainably feed 9 billion people by 2050 while protecting the planet.

Through a competitive bidding process, Dissonances was chosen by Lesaffre’s top management to design and produce its sonic identity. Methodology, unique expertise, deep understanding of the brand and its challenges, combined with competitive pricing, made all the difference.

The sonic identity is the result of deep, collaborative work and reflection carried out with a broad inspiration committee composed of the group’s team members.

In a bright, positive, and dynamic tone, the creation reflects the group's mission, values, and areas of expertise. The musical design incorporates distinctive sounds of fermentation, such as the mixer and the bubbling in the tanks.

Its powerful crescendo evokes the exponential growth of microorganisms, while the main theme, performed as a flute and piano duet, symbolizes the Lesaffre swallow taking flight and breaking into song!

Enriched with a sound design created from the sounds of Lesaffre’s fermentation tanks, the ascending melody of the sound signature features a trill that evokes the song of a bird. It accompanies the graceful flight of the Lesaffre swallow, which solidifies as it materializes the logo.

Our teams conducted numerous recordings at production sites, research laboratories, and the group headquarters to enrich the sound identity with the unique sounds of Lesaffre.