Sonos Rebrand
Sonos creates smart home sound systems. The company offers a wide range of wireless speakers with incredible sound quality for music, TV and more to fit any home.
I challenged myself to rethink its position in the electronic speakers and retail space. I gave the brand an updated logo and visual identity system that can be paired with the original logo.
Visual Identity
Branding
Research
UX/UI
Objective
This project aims to elevate Sonos’s brand with an identity refresh that broadens its appeal to its consumer base while maintaining approachability and accessibility across consumers of all income levels and spaces. It will preserve its ethos of presenting sound to bring everyone together.
Background
Sonos is one of the largest developers and manufacturers of premium electronic audio products and music systems for home applications. The company’s product portfolio compromises wireless speakers, home theater speakers and components. Sonos’s target audience is primarily audiophiles and wealthier households, with the primary demographic are consumers between 25 and 54. However, their appeal is broad given the increased access consumers have to music, TV, podcasts, and other audio entertainment. Sonos is focused on connectivity with our technology and others, user-friendly operability, and creating an immersive listening experience.
Target Audience
Sonos aims to target people of all ages with their merchandise, though their products are aimed at customers from wealthier households and audiophiles. The current branding overlooks younger consumers such as Gen Z who make up 46% of music listeners worldwide. With Sonos being one of the biggest manufacturers of electronic music systems and products, I aim to focus the branding towards youthful listeners who appreciate high-end listening experiences.
Key Words
Connection, sleek, immersive, calming, approachable
