As a powerful brand with deep emotional ties to its customers, InPost focuses on innovation, and its Audio Branding initiative marks a significant step in enriching customer experiences while harmonizing communication across its rapidly growing international markets. The recent update of its visual identity provided an ideal moment to introduce a sound element, further strengthening the brand’s recognition. Moreover, the sound of opening a Paczkomat® locker was refined to create a distinctive, memorable feature that enhances customers’ interactions with the brand.
In the process of creating InPost’s Audio Branding, we worked closely with the company’s marketing team, forming a dedicated working group to iteratively develop the brand’s sound strategy. Through comprehensive analysis, we identified three core brand values: Joy, Engagement, and Out of the Box. These values became the foundation for shaping a unique and cohesive sound identity for InPost.
The production process, rooted in this strategy, required meticulous composition work, which we supported with AI-driven testing. Using a specially calibrated tool tailored to the brand’s needs, we ensured the sound perfectly aligned with InPost’s unique character and defined values.
Thanks to close collaboration on the strategy and production, we developed a personalized system of sounds, with the most frequently played element being the audio logo - the auditory equivalent of a visual logo, which significantly enhances the brand’s recognition in the audio space.
Through multiple iterations, we created the Brand Music Core, a composition serving as the cornerstone of InPost’s sound identity, representing its values. We mapped the brand’s needs and identified communication areas, such as sports sponsorships, CSR initiatives, and more. Each area was given a distinct character, with tailored musical arrangements designed to underscore key materials within each category.
This set of unique arrangements allows for versatile and diverse uses of Audio Branding while maintaining the brand's core sound motif. The Brand Music Core arrangements are utilized in the brand’s continuous communication, such as customer service lines, as well as in major campaigns.
As part of the audio branding project for InPost, we also addressed the practical aspects of the mobile application's operation. We designed a set of UI sounds that subtly yet effectively inform the user about the status of performed operations. For example, a distinctive 'success sound' confirms payment acceptance or parcel pickup from a parcel locker, while a different 'fail sound' signals a failed transaction. A unique push notification sound allows for quick identification of new messages. This solution not only streamlines navigation but also builds a cohesive brand experience across all touchpoints.
At every stage of the project, we embraced thinking Out the Box. Together with InPost’s engineering team, we designed and built a unique InPost Instrument. Inspired by elements of the Paczkomat® machines, the instrument’s sounds feature in every composed audio asset. This ensures the Audio Branding resonates even more strongly with InPost’s services, fostering cohesive sound identity building. Furthermore, the instrument - reminiscent of a Paczkomat® - is used at events as a custom percussion instrument.
The project launch was celebrated with a unique release - an exclusive vinyl record featuring all the compositions created as part of the Audio Branding project. Branded vinyl copies were distributed to influencers, media representatives, and key employees, giving them a chance to experience InPost’s new audio identity in an exceptional format.
The creation of InPost’s Audio Branding involved musicians and producers including Hubert Pyrgies, Antoni Sojka, Marcin Sojka, and Bartosz "BRK" Kochanek. Recordings were carried out at three studios - TADADAM, Studio Chróst, and Kurnik Studio. The project would not have been possible without the full commitment of InPost’s marketing team, including Karolina Podgórska, Dagmara Radziuk, Rafał Piwoński, and Weronika Dębska.
Audio Branding has become not only a tool to strengthen bonds with customers but also a means to unify communication across international markets - all while maintaining InPost’s unique style and identity. The brand’s new musical framework is utilized at every key customer touchpoint, from digital campaigns and events to customer service lines and internal communications.
Future implementations are already in the works, demonstrating the extensive possibilities offered by this audio system. Consistently integrating sound across such diverse touchpoints will soon make InPost unmistakably recognizable - even with closed eyes.
Authors:
Aleksandra Chróst
Hubert Pyrgies
Credits:
Music composition: Hubert Pyrgies, Antek Sojka, Marcin Sojka
Music production: Antek Sojka, Hubert Pyrgies, Bartosz BRK Kochanek
Mastering: Michał Eprom Baj
Audio Branding Strategy: Aleksandra Chróst, Karol Szczawiński, Hubert Pyrgies, Antek Sojka
Case Study animation: Agnieszka Łukieńczuk, Paweł Banaszczyk, Łukasz Oniszczuk, Agnieszka Marat-Głód
Voice over: Hubert Pyrgies, Sean Palmer
Audio Branding Guidebook: Aleksandra Chróst, Beata Korzeniewska
InPost Instrument: Antek Sojka, Marcin Sojka, Andrzej Górski, Michał Adamczak, Kamil Jabłoński
Vinyl Printing: Michał Szczawiński i Adrianna Szczawińska
