Sonic Branding.

(Work developed and executed with/for amp Sound Branding)

amp kickstarted Philadelphia Cream Cheese’s sonic journey by translating brand values and attributes into sounds built to enhance the customer’s sensory experience. The iconic Kraft-Heinz comfort food features a smooth, creamy texture, and the sound of Philly needed to both represent and enhance “the journey to immersive pleasure.” Starting with amp’s patented Sonic DNA® design process, the team created a delightfully textured, intricately layered, and highly nuanced composition, “Can’t Fake It” to strike the perfect balance of comfort, joy, energy, and authenticity.

amp and Philly brought this sonic collaboration to life in July of 2022 with the debut of a fully immersive pop-up restaurant experience in New York City alongside Michelin-starred restaurant owners and head chefs. The first of its kind, “Feeladelphia,” allowed the diner to access a full multisensory experience, crafted in taste, touch, smell, sight, and sound.

amp created a variety of soundscapes, all of which featured Philly’s signature Sonic DNA®, to complement the unique six-course tasting menu. Each soundscape effectively utilized the power of music to enhance taste and specific emotion. amp’s “Sonic Seasoning” employs the use of certain frequencies to elicit very specific emotions. Serving as the perfect pairing, attendees encountered an array of sentiments, from sonic palate cleansers to melodic focus tracks, leading to a truly unforgettable culinary and auditory experience.

Winner of a Red Dot Brand & Communications Award 2023 and a Transform Award (North America) 2023.