Bose Loop
The final part of the Bose project was creating a sub-brand for a sustainable initiative: a circular repair shop, where customers could get their Bose products fixed instead of contributing to e-waste by throwing them away. The sub-brand required its own logo and identity while not being too far off the original brand as to be unrecognisable. I utilised a collage aesthetic that created a cool urban style while also symbolising repairs and spare parts in a novel way.
I wanted to create a unique sound for Bose Loop with the idea that it would be both a notification sound on users phones and also play at the physical repair shops to signal a repair had finished. This sonic tag can be heard in this video, which also displays the app screens and functionality.
It was important to appeal to Bose customers by making Bose Loop cool and customisable, and avoid sustainability tropes like green colours or plant imagery. The marketing plays up the ability to customise your product and take back control through repairs. A voucher for Loop is included in all new Bose products to provide a financial incentive as well.