MassiveMusic Warsaw, a leading creative agency specializing in sonic brand identity, has unveiled a groundbreaking sonic branding system for IKEA Poland, transforming the everyday sounds of furniture and household items into a signature audio identity. This unique project blends strategy, emotion, and Scandinavian simplicity to strengthen IKEA’s brand presence through sound.
The core idea behind the initiative is simple yet powerful: what does IKEA sound like? Moving beyond visual branding, MassiveMusic developed an audio identity that captures IKEA’s slogan, “A better designed home,” and translates it into music. The result is a cohesive sonic suite that evokes the essence of the brand within just a few notes.
The new sound system includes a primary sonic logo for IKEA Poland, a Gen Z version targeting younger audiences, a festive Christmas logo, original radio compositions, and playful audio stickers for social media. Most remarkably, the very heart of the sound design lies in the products themselves—familiar items like rattles, pepper grinders, bowls, plant pots, and curtains were recorded and transformed into over 250 sound samples. These recordings serve as both rhythmic foundations and melodic highlights, giving IKEA a distinctive, timeless audio identity.
“IKEA is one of the most fascinating projects we’ve worked on,” explained Mateusz Szmigiero, executive creative director, and Zofia Dutkowska, senior music creative at MassiveMusic Warsaw. “The challenge was to express IKEA’s design values and identity through sound—creating a system that feels fresh today and still relevant years from now.”
The creation process involved in-depth research, revisiting IKEA’s historical sound campaigns, and meticulous sound exploration directly from IKEA products. A special case study film showcases how everyday objects—chairs, drawers, and accessories—were played like instruments, turning their natural sounds into IKEA’s musical DNA.
The sonic identity is already in use across Polish campaigns, from radio commercials to social media. “Sound is everywhere, from TikTok to TV ads, and sonic consistency is now as vital as visual branding,” said Karolina Szabłowska, marketing communications manager at IKEA Poland. “This project takes brand communication to a higher level, strengthening emotional bonds with our customers and making IKEA instantly recognizable by sound.”
With this bold step, IKEA Poland positions itself at the forefront of modern brand communication, proving that a well-designed sound identity can elevate customer experience and reinforce brand authenticity in today’s multi-channel environment.
