Gandour’s Brand Evolution Hits All the Right Notes with New Sonic Identity by MusicGrid

As brands increasingly compete for consumer attention across diverse touchpoints, sonic branding has emerged as a critical tool for driving recall, emotional engagement, and multi-sensory consistency. For heritage brands like Gandour, it presents an opportunity to evolve while preserving the emotional connections built over generations.

Gandour’s new audio signature features a warm melody made to evoke trust, familiarity, and joy. The composition is said to draws on the brand‘s family-oriented legacy, balancing playful rhythms with a refined simplicity adopted to ensure longevity across audiences and platforms. 

“We didn’t want to overcomplicate it. Simplicity allows the melody to live across generations — just like Gandour’s products,” commented SI-bemol Younes, Creative Director at MusicGrid.

MusicGrid’s approach blended Middle Eastern instrumentation with contemporary global production standards, resulting in a sonic identity that resonates both regionally and internationally. Subtle percussive elements and culturally rooted timbres were applied with restraint, allowing the identity to feel unmistakably local while maintaining a polished, premium character.

Adapted versions of the track have been developed for various brand campaigns, incorporating traditional instruments such as oud and cello alongside modern, high-energy reinterpretations to suit different platforms and audiences. 

At the core of the system is a concise and memorable sonic logo, ensuring Gandour’s sound remains instantly recognizable across digital and broadcast media.

“The sound needed to feel like it belongs to the region — not just geographically, but emotionally,” added Dominique Tarabay, Brand Consultant at MusicGrid.

Unlike conventional jingles, Gandour’s sonic branding was designed as a long-term strategic asset. From its initial development to final production, the process focused on emotional resonance, narrative alignment, and scalability across multiple brand touchpoints—ensuring seamless integration across advertising, digital media, retail environments, and beyond.

With this latest investment in sonic branding, Gandour joins a growing number of leading MENA brands embracing comprehensive multi-sensory brand strategies. This jingle was not only designed to reflect the brand's storied legacy; it is also sure to help position it for continued relevance among a new generation of consumers.

MusicGrid’s sonic identity for Gandour is more than an audio signature—it’s a carefully crafted brand asset that amplifies the emotional core of a beloved heritage brand. A sophisticated execution that demonstrates how sound, when done right, can future-proof even the most established names.