Corporate Sound Concept, Brand Voice

Haier Brand Sound

The concept for the sound of the Haier brand originates from the Chinese meaning of the brand name, which is “the sea”. It is inspired by the Chinese saying “Hai Na Bai Chuan”, which translates as “The sea embraces all rivers”, and the notion that cultures around the world are like many drops of water merging into the sea. The global brand thus aims to emphasise its intention: to become integrated into all cultures and serve people around the world. Based on the ripple diffusion formula formed in the process of water merging into the sea, the five syllables of the brand name are fused to form a melody and blended into the sound of ocean waves.

Red Dot