- SOUNDBOKS’ remastered brand identity marks a shift beyond sound and into the lifestyle space.
- As a catalyst for creativity, culture, and core social moments, this refresh shines a light on the experiences unlocked by the power of music.
- As seen in the brand’s new tagline, Own The Party, this message shifts the spotlight from product to the communities who make the brand what it is.
- Bringing a vibrant new palette into play, SOUNDBOKS’ new identity introduces the signature color Ecstasy Red alongside Smoke White, Pit Charcoal, and Rave Purple.
- Power-Type Foundry’s Base Neue adds character and a modern edge to the typography.
- Alongside these major changes, smaller tweaks, such as the updated logo, go further to embody the power of 11. Taking a more curated and art-directed style allows SOUNDBOKS to tell stories with the imagery celebrating people as much as product.
COPENHAGEN [20.03.2025] - SOUNDBOKS launches a brand refresh to mark the start of a new era. Alongside its modernized look and feel, the refresh signals SOUNDBOKS’ shift in ambition towards becoming a lifestyle brand resonating with fashion and music communities and subcultures.
SOUNDBOKS has come a long way since we built that first speaker, but this evolution was not reflected in our brand. This new look and feel not only pays tribute to our past but sets us up for the future.
- Jesper Theil Thomsen, CEO
Created by the brand’s in-house Creative Team and finalized alongside external expertise, you’ll see the brand new SOUNDBOKS rolling out over the next couple of months.
The Own The Party campaign is the first chance to see the rebrand in action. At its core, the campaign empowers music lovers, creators, party-starters, and community builders to create their own culture. Alongside this message, the campaign captures the essence of the SOUNDBOKS experience. Own The Party tells the story of the brand’s community, showing how these communities like to get down and use their speakers to create lifelong memories on their terms.
- Alastair Oloo, Creative Director
The Own The Party campaign is the first chance to see the rebrand in action. At its core, the campaign empowers music lovers, creators, party-starters, and community builders to create their own culture. Alongside this message, the campaign captures the essence of the SOUNDBOKS experience. Own The Party tells the story of the brand’s community, showing how these communities like to get down and use their speakers to create lifelong memories on their terms.
Working alongside production agency Spingun, the campaign features upcoming German hip hop producer Maikeel, professional BMX rider Leon Binckebanck, and Berlin promoting community Kilowatt to bring the campaign to life. SOUNDBOKS felt it was important to collaborate with real artists and community members to show their lives and adventures.
You’ll see this in full force when the campaign launches on March 27th. Own The Party takes shape in three stages. After the hero video captures what it means to grab the party by the reins, SOUNDBOKS will host a bunch of special events, pop-ups, and activations across the summer. Engaging the brand’s community throughout, August marks the campaign’s crescendo.
Brand identity credits
Soundboks
Creative Director - Alastair Oloo
Lead Copy - Jens Berring
Brand /Graphic Design - Johan Jansen, Sandra Bertelsen, Marcus Wissum
Video Producer & Design - Lasse Rønne
Director DX & Ecommerce - Lijana Norkaityte
Senior UX/ UI Designer - Nausica Triolo
Ecommerce Content Specialist, Lead Web Content - Axel Fredstorp
Frontend Developer - Lucas Roca, Yunus Emre Okutan
Product Owner, Digital - Magnus Buus
Quality Assurance Engineer - Akanksha Gairola
Student Assistants - William Hein, Hannah Wende
Agency
Lucas Hesse Studio - Motion Design
Campaign Credits
Soundboks
Creative Director – Alastair Oloo
Brand Marketing Director - Anna Rytoft-Tüchsen
Brand & Product Marketing Manager - Mikkel Hjortshøj
Lead Copy - Jens Bering
Video Producer & Design - Lasse Rønne
Partnerships Manager –Sina Hiddemann
Brand / Graphic Design - Johan Jansen, Sandra Bertelsen, Marcus Wissum
Agency
Produced by Spingun Media GmbH
Executive Producer - Danila Teterin
Executive Producer - Torge Hill
Director - Yago Hunt-Laudi
DoP A-Cam - Andrey Krauzov
DoP B-Cam - Anton Beliaev
Photographer - Maximilian Hillmer
Editor Vladislav Iakunin a.k.a. amzek
Music by - Massive Music
Music Composer - Tip van den Bos
