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Outdwell
Audio Branding
Audio Logo
Artist Music: Third Degree
Runway Music: Outdwell @ Mercedez Benz Fashion Week KL 2022/2023
We've worked with the Malaysian fashion brand Outdwell to create a powerful sonic identity in-line with their story and ethos as a brand. While remaining true to it's street culture influences, a flair of the rebellious forward thinking nature of Outdwell is reflected in it's music.
When we first sat down to talk with Oscar, the young visionary behind the bold Outdwell brand, it was clear what kind of musical influences were wanted. Hip hop was a integral part of Outdwell's cultural identity, and we began by focusing in on how to reflect this in a unique way through sound.
Though hip hop music in the modern age leans more heavily into trends, through discussion with Outdwell we felt it necessary to pay a certain level of homage to the early pioneers of the genre, while incorporating elements of rebellion through the use of hard hitting drums, electric guitars, and defiant lyricism.
Featuring Outdwell's founder on rap vocals and Malaysian hip hop artist Farhan, we drafted lyrics in both Chinese and English to develop a story that reflected the brand's identity. By ensuring the song had an audience beyond a company's employees, it was successfully released under the Universal Music Malaysia label.
For Outdwells runway show at the Mercedez Benz Fashion Week in Kuala Lumpur, we created original remix music of classic hip hop songs, as well as repurposing their original track to further reinstate a sonic consistency.
For the creation of the audio logo, we started by identifying Outdwell's brand identity and emotion.
A core belief in Outdwell's identity is individuality, with each concept and idea based on "being yourself". Unapologetically masculine and youthful energy, each piece tells a story and are expertly crafted without comprimise on quality.
Coupled with it's rebellious nature and commitment to the hip hop ethos, we determined that Outdwell's sonic logo would need to be bold, raw, confident, and unique.
Unlike most audio logos, we reached out to Outdwell's founder Oscar to record the voice over himself, to express the brand individuality and self expression. Paired with the powerful hip hop kick and aggressive vintage synthesizer, the resulting sonic logo is a powerful statement.
