
Elle & Vire
The Chef’s Kiss of Musical Identitie
A bespoke musical identity
Elle & Vire has been working with the celebrity song “Lovefools” by the Cardigans.
This song is important because the music has set the groundwork for a musical strategy that is now a central theme in the brand’s communications strategy.
''Extending the horizons of the musical aspects of your branding strategy
It was time for Elle & Vire to develop a bespoke musical strategy and to step away from the world of synchronization of commercial titles. This strategic choice is a new step in establishing musical territory by offering up new perspectives and new areas of expression.
''A metamorphosis, two phases
The first was to specify and optimize its musical strategy. This process started in a workshop where analysis of positioning alternated with sessions of listening to different musical moods.
This analysis definitively set aside the synchronization approach, and firmly established the desire to incarnate Elle & Vire’s position through the creation of an original song that was closer to a commercial number (and quite far from an advertising number).
This was the basis for why we chose to confer the creation to June Island, a signature group.The song “Make it worth” was the top choice and is in keeping with the Cardigans’ piece, and it resolutely confirms Elle & Vire’s values.
Deliverables
Workshop
Music D.N.A.
Music brand book