Prime 100

Prime 100 is a premium Australian pet nutrition brand specialising in scientifically formulated diets for pets with food sensitivities, allergies, and specific health needs. Operating in a highly competitive category dominated by functional claims and similar visual cues, Prime 100 had built strong trust through product efficacy and education, but had not yet established a distinctive sonic identity.

Like most brands in the category, Prime 100’s use of sound had evolved campaign by campaign, relying on different styles of licensed music rather than an ownable, recognisable audio asset. This presented a clear opportunity to use sound more strategically, strengthening brand recognition and emotional connection with pet parents across touchpoints.

Prime 100, together with Guerrilla and Smith & Western, set out to create a standalone sonic logo that could capture the brand’s personality in sound and work consistently across all brand applications.

The sonic logo needed to:

* Reflect Prime 100’s core personality of being Spirited, Caring, and Dependable
* Balance emotional warmth with scientific credibility
* Work both independently and when paired with Prime 100’s motion logo
* Be scalable across advertising, social, retail, digital, and experiential touchpoints
* Build long-term memorability and distinctiveness within the pet nutrition category

A key requirement was that the final sonic identity be validated through robust market testing, ensuring it was not just creatively compelling but demonstrably effective.

Our strategy was to treat the sonic logo not as a musical flourish, but as a structural brand asset designed to complete the emotional story initiated by Prime 100’s visual identity.

We began with a comprehensive sonic audit of Prime 100 and its competitors, identifying that no major brand in the category had claimed an ownable sonic space. This positioned Prime 100 to set a benchmark for the sector rather than follow existing conventions.

From there, we developed three distinct creative streams, each expressing a different facet of Prime 100’s brand personality:

* Playful Spirit – capturing energy, optimism, and joy
* Caring Connection – expressing warmth, reassurance, and the pet parent bond
* Scientific Spark – signalling clarity, confidence, and scientific authority

Multiple sonic territories were explored within these streams, then rigorously tested using EmotiSphere’s implicit association methodology to measure emotional response, brand fit, memorability, and attribute reinforcement at a non-conscious level.

Across creative development, we produced multiple sonic logo candidates, each designed as a compact, distinctive gesture rather than a traditional jingle.

The compositions were deliberately restrained, focusing on:

* Clear melodic phrasing
* Controlled dynamics
* Warm, human textures balanced with clean, precise tonal cues

Each sonic logo was tested in three contexts: in isolation, paired with Prime 100’s motion logo, and as a combined audio-visual lock-up. This allowed us to understand not only how each sound performed on its own, but how effectively it completed and enhanced the brand experience.

Research results consistently identified one of the sonics we created as the strongest execution. When paired with the motion logo, it delivered the largest lift in emotional appeal, strengthened associations with Caring and Dependable, and significantly improved long-term memory encoding. Importantly, it introduced incremental emotional meaning rather than simply reinforcing what the visuals already communicated.

The final sonic logo was delivered as a flexible system optimised for use across Prime100’s full brand ecosystem.

Key outcomes included:

A distinctive sonic logo that enhances emotional impact when paired with the motion logo
Stronger implicit associations with Prime100’s core brand attributes
Improved memorability and curiosity compared to visual-only branding
Clear evidence that sound and motion work best as a unified system rather than standalone assets
The sonic logo is now positioned to be rolled out consistently across advertising, social, retail environments, digital platforms, and brand communications, giving Prime100 an ownable audio signature that supports both emotional connection and scientific credibility.

By committing to disciplined, consistent use of the full audio-visual lock-up, Prime 100 has established a sonic foundation that can grow with the brand and differentiate it meaningfully within the category.