Kathmandu: Call Of The Wild

As a part of their long-term strategy, the outdoor lifestyle brand Kathmandu wanted an iconic, memorable and distinctive sonic identity that captured the sound of outdoors. International creative music agency MassiveMusic stepped up and produced a new sonic logo that aligns with Kathmandu’s mission to get people 'Out There' whilst delivering an emotional boost to consumers.
To capture and craft the new, unique sound of Kathmandu, MassiveMusic took inspiration from three key pillars:
- The sound of you exploring the outdoors
- The wooden melody
- The unique bird call
The first key pillar marked the start of immersive field recordings. The sound of people exploring rich, immersive and natural soundscapes combined with a light percussive rhythm was meant to capture the light-hearted spontaneity of the brand. The second key pillar led the journey to the trees. As the living material from which the first musical instruments were made, it was a logical decision to incorporate wooden instruments into the sonic logo. From there on, a catchy melody was created that resonated with contemporary music and improved recall. The third and last key pillar was inspired by nature’s best musicians: birds. The search for a unique bird call led to the picturesque mountains of France, where the passionate craftspeople of Quelle Est Belle used sustainably-sourced PEFC-Certified wood to create handmade wooden bird calls. Since bird calls are like sonic air horns that stand out above all else in a crowded space, there is no better way to capture the audience’s attention. These three key pillars have come together as the ‘call of the wild’ and they create an identity that perfectly reflects Kathmandu’s joyful, carefree and spontaneous personality. The corresponding launch film visually captures the unique combination of the key pillars and shows the audience precisely how the sonic logo was created.