The challenge
InPost is a "love brand" – emotionally bonded with its customers and built on innovation. After the visual identity refresh, the natural next step was adding a sonic dimension: a consistent brand sound across fast-growing international markets.
The starting point was one of a kind. The sound of a locker opening in the Paczkomat® machines – one of the most frequent moments of contact between customer and brand – deserved a musical treatment that turns function into experience.
The InPost sound system
Strategy
Together with the InPost marketing team, we formed a working group that built the sound strategy iteratively. From the analysis we distilled three core brand values: Joy, Engagement, and Out of the box. They became the foundation defining InPost's unique sound.
AI-assisted research
We backed the composition work with tests using an AI tool calibrated specifically for the brand – letting us match the sound precisely to InPost's character and values.
Sonic logo
The most frequently heard element of the system – the sonic counterpart of the visual logo, setting the brand apart in the audio space.
Brand Music Core
The track at the core of the brand's sonic identity. For the mapped communication areas (sports sponsorship, CSR, and more) we crafted a distinct character – arrangements consistent with the main theme, used in ongoing communication and key campaigns.
UI sounds
We designed a set of sounds for the mobile app: the "success sound" confirms a payment or parcel pickup, the "fail sound" signals when something goes wrong, and a unique push sound makes notifications stand out. Subtle but effective – every interaction speaks the brand's language.
The InPost Instrument
Thinking out of the box, we teamed up with InPost's engineers to design and build a one-of-a-kind instrument inspired by parts of the Paczkomat® machine. You can hear it in every asset – the audio branding points straight to the brand's core service. The instrument also doubles as a custom percussion set at live events.
Brand voice
We unified the voice across the brand's communication, so consumers can identify their favorite parcel carrier by a voice timbre they know well.
Production music library
InPost has its own extensive production music library – and every track in it carries elements of the brand's sonic identity.
Launch
The project was crowned with a bespoke vinyl record featuring all the tracks of the system – sent to influencers, media, and key employees.
Video case study
The results
Red Dot: Best of the Best 2025 – the highest distinction of the world's oldest design competition (running since 1955), in the Corporate Sonic Identity category. Best of the Best goes to only a fraction of all entries. We are the first Polish audio branding studio to receive it.
International Sound Awards 2025 – a second international industry distinction, awarded to audio branding projects of the highest global standard.
We are incredibly proud that our audio branding work for a brand as innovative as InPost has been recognized by the international Red Dot jury. The Best of the Best award confirms that Polish creative thinking is world class.
Why it works
InPost moved into sound earlier than most of the market – and did it systematically. The data shows why it pays off:
Audio does more – yet few use it
In a meta-analysis of 2,015 ads, sonic brand cues were 8.53× more often present in the highest-performing ads – even though audio assets appear in just 8% of advertising. A consistent sound system is still an edge, not the standard.
Sound carries emotion, visuals carry information
For a brand built on emotional connection (a "love brand"), sound completes what the picture can't say.
Functional sound as an emotional reward
The "success sound" at parcel pickup isn't just a signal – it's pleasant and satisfying, so it reinforces the positive emotion tied to the brand. Consumers use mood as information when evaluating a brand.
Consistency across touchpoints builds recognition
As many as 75% of consumers can recognize a brand by sound alone. InPost plays the same theme from the app to the hotline – every contact reinforces the same memory trace.
This isn't "nice music for a brand." It's a system designed so that, before long, InPost is recognizable with your eyes closed.