tic tac sonic logo
Roles: Creative Director · Senior Sound Designer
Context
tic tac’s sonic identity was developed to turn everyday consumption rituals into a distinctive brand experience. The ambition was to move beyond simply reproducing product sounds and create a playful, musical system that could scale across the brand’s touchpoints.
cultural insight
The cultural fascination with 1980s drum machines, particularly the Roland TR-808 and C78, provided an unexpected sonic parallel. Their synthetic clave sound mirrors the dry, precise attack of Tic Tac pills while naturally echoing the onomatopoeic cadence of “tic tac”—minimal, binary, and instantly recognizable.
Roland C78 and TR-808 Sonic solution
We built a modular sonic logo around the real shaker sound of the product and a synthetic clave motif. An ascending melodic pattern reflects the visual “rain of pills” used in tic tac campaigns and can work on its own or as part of the audiovisual logo outro.
Together, these elements turn the motion of the pills into rhythm, pitch, and musical identity, creating a playful, precise, and scalable sonic language across touchpoints.
Use cases
Refresh your Good Vibes Campaign
Featuring the "Melodic Pills" standalone element and sonic logo
Spearmint Campaign
Featuring the sonic logo
Credits:
Client: Ferrero | tic tac Team
Agency: WESOUND
Project Owner and Head of Design: Lars Ohlendorf