“Brands are like people:
they have a personality, attitude and stories to tell”.


Midea, one of the world’s largest home appliance manufacturers, has been in Brazil for five years and is ahead of the pack with its sound branding. 

The Midea marketing department sought out Zanna Sound to develop its sound branding in order to increase its brand awareness in South America. Through a study, we determined that the brand is human, surprising, close and welcoming. It creates a connection with its customers by being part of Brazilian life and families. We needed to transform these concepts into sound, bearing in mind that the brand is also a global citizen, making it attuned and contemporary. If it were a person, it would be a woman who’s around 35 years old and upper-middle class. 

We composed a musical theme with a pop acoustic beat since it’s worldly and welcoming. The chords are simple, making the musical theme more accessible. And the choice of instruments creates an innovative mixture. Layered over a drum, bass and keyboard trio, there’s a folk string sound that runs from the ukulele to the steel guitar and features a sitar – a stringed instrument from India that adds a global feel and a touch of magic and world music. 

Midea is applying sound branding in all its communication channels with its publics. And most important of all, it’s being adopted in every country where Midea has a presence – both East and West. We hope you like the result.


  • Diagnosis
  • Personality traits: human, surprising, close and welcoming
  • Creation: musical theme, sound logo, voice brand and oral tone
  • Applications: website sound, interactive voice response, on hold messages, ring tones, institutional videos and radio spots.


  • Carlos Casar – drums and percussion
  • Emerson Mardhine– bass
  • Rodrigo Tavares – keyboard
  • Bernardo Bosisio – sitar
  • João Gaspar – strings
  • Zanna – composition and musical direction

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