Harry’s

Original brand track and sonic logo

A personal care brand famous for its bright orange razors.

The brief

To create an original brand track and a sonic logo that reflect the brand’s witty and irreverent personality, aiming to disrupt the usual codes in the men’s care category as well as the traditional vision of masculinity in campaigns.

Creative idea

Use of diverse and non-binary voices to create playfulness but also:

• Reflect the non-traditional brand spirit of Harry’s

• Avoid the traditional cliches and limiting/outdated ideas of masculinity of category.

In collaboration with Music Brands, ilā conducted exceptional voices that joyfully defy traditional ideas of gender, working with pioneering vocal percussionist BeatFox and singers from London Contemporary Voices and Trans Voices.

Key takeout

A piece of whimsical vocal led music, Morning Call is refreshing but never corporate, cool but never pretentious, unique, disruptive and inventive. With a combination of genuine diversity and innovation, this piece continues to be used by the brand internationally.