It was invigorating and delightful to turn the brand L’Occitane au Brésil – L’Occitane Brasil for intimates into sounds! We started the creation process in an unconventional way: at first, we created the outlets’ background music, moved on to building soundtracks for the new campaigns, and only then did we create the Sound Branding. The first step was the soundtrack for the Mother’s Day movie, followed by “Cabeleira Brasileira” (Brazilian hair-do), which became a hit on social media. We then continued with soundtracks for the Vivre and Amburana lines, which finished 2021 with a northeastern flower perfume.

Zanna talks about L’Occitane au Brésil

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"We want this sound, this beautiful voice in everything we do."

André Abramo
Marketing Director at L’Occitane au Brésil

BRAZILIAN – CONTEMPORARY - SPONTANEOUS - RADIANT –

Musical theme and sound logo

After immersing ourselves in the charm and exuberance of the lines created by L’Occitane Brasil to compose their tracks, we reached the brand’s core. From this intimacy was born a musical theme inspired by the Brazilian neighborhood attitude with a subtle French influence. The music theme is a fusion between “Brega” (tacky) Funk and MPB’s Rita Lee, a mixture enjoyed by Europeans. The sound logo is simple, strong but smooth, and easy to hum.

Brand Voice and Tone

The brand voices is the singer Zanna, a choice guided by her attributes that combine Brazilianness and Italy in appearance, way of being and artistic production. André Abramo, communication manager for L’Occitane au Brésil, said the following about the first approach: “We want your beautiful voice in everything we do”. And so it has been. Zanna composes and sings the campaign music theme and also voices the signature for the films. The other voices in the sound trademark carry accents from various regions of Brazil and a way of speaking (verbal tone) that is stripped down, close and absolutely Brazilian.