Brook Preloader
Two Birds

About the project

  • Creative productions (music production and composition, sound design, sonic branding, voiceover, video production, video post-production, audio production, audio post-production, sonic branding)
  • Online advertising
  • Digital advertising
  • Consultancy
  • Television/film/radio
  • Campaigns

People:

Agency: SOUND PITCH (services as above)

Director: Marc Gallagher

Cinematographer: Matt Wilson

Video Editor: Stefan Johannesen

Art Director: Nikki Barba

Video Production Company: Quiet Giant

What we did:

Create exciting, new sonic branding and related advertising.
Two Birds Pale.00_00_13_19.Still003

The concept

We believe in the power of music to transcend all barriers; language-related, culture-related, opinion-related. From years in the business and with our knowledge of all the latest research, we know that music evokes emotions, alters perception and triggers recall. When we first encountered this project, we knew straight away that we’d be able to help our client cut through the noise by developing sound, music and visuals, hand-in-hand.

What does beer sound like?

Ah… the ultimate question! With a bottle of the new Two Birds Pale in hand, we started mulling over the stereotypes associated with beer; how is it drunk, and by whom, for example. Many of us do, for example, associate beer drinking with the pot-bellied, white Australian male, when in reality - and most definitely in the contemporary setting - beer drinkers are more diverse than ever.

The inspiration struck. We'd compose a modular, adaptable sound suite that would resonate with the brand, inspire its drinkers, and engage it with new ones.

Telling the story

At SOUND PITCH, we make our living connecting brands, bands, fans, and friends. We’re pretty damn good at it too. So when we teamed up with Two Birds, the first female-owned brewery in Australia, we set out to do exactly that: connect this inspiring Melbourne-based business with a local and loyal community that we wanted to cultivate, grow and support.

Two Birds brand is a trailblazer in more ways than one offering a range of sophisticated but approachable craft beers. Accessible to the core, Two Birds already breaks the stereotype. Our challenge? To craft this story into music, sound and visuals.

A collaborative sonic strategy

We needed to develop a sonic identity that everyone, regardless of their gender identity, would champion: that’s why we worked hard to create a narrative-driven anthem that would uplift, engage and inspire. This theme was all about the story.

Simple and instrumental in nature, the principal anthem evokes the sense of a fantasy tale set long ago; an enchanting love story between the brewer, the ingredients, and the drinker. To represent the love triangle, we used a simple, hugely effective three-note sonic motif. The beauty of this? That a theme so simple, fresh and elegant would future-proof the brand for years to come. Genius.

The outcome

Simple: a narrative-centric exercise in encouraging clients along on a journey.

Click here to find out how we could help you do the same.