Sanders, putting tomorrow in your hands
As a leader in animal nutrition in France, with 3.4 million tons of feed produced and 1,150 employees, Sanders is evolving to support its 26,000 clients towards more profitable and sustainable farming practices. The ambition is strong: to become the essential partner for livestock sectors and the expert in animal nutrition.
In this context, the brand evolves with a new logo and signature. Aware of the power of sound and its strategic importance, Sanders entrusted Dissonances with creating their sound identity.
Client proximity: a top priority for Sanders
For Sanders, the challenge was to speak simply and warmly to its clients, thus forging new bonds of trust and proximity.
With the assistance of Dissonances' consulting teams, a steering committee, including top management, members of the communication, marketing, and customer service departments, actively contributed to defining the brand's sound characteristics: a clear and sunny approach, a dynamic and welcoming universe.
A pop-folk country universe
The sound identity embodies closeness, service, and customer support with a warm, empathetic spirit, while remaining dynamic and professional. With folk, electric, and mandolin guitars, an electro rhythm, and a pop bass, this sound reflects the brand's new direct and positive stance.
The sound identity now feeds the brand's communication across all touchpoints: events, fairs, trade shows, social media videos, tutorials, customer service call centers...
Applications
The unveiling of the new logo accompanied by the sound identity
The sound identity is adapted here to maximize the impact of the vision film, building it up in power until the final revelation.
The sound identity is also the voice conveying the company's message. After an extensive casting process, our client made the right choice with this fresh, elegant female voice that speaks to us naturally. This same voice is, of course, used for the group's telephone system.
Sound production, recording, syncing, and mixing—everything was done in our studios.