Lemsip

Brand sonic identity 

The brief

To create the first Lemsip sonic logo as part of an advertising campaign created by Havas London, planned to air from the end of September 23. The brand has been trying to have a mnemonic for a few years with no success and briefed 3 agencies to pitch new creative proposals.

Creative idea

Express sonically the campaign's claim ‘Lemsip it’ to reinforce the impact and memorability for the iconic and beloved household brand. Evoke the feeling of effective relief and comfort that only Lemsip provides, creating feelings of playfulness and empathy whilst uplifting the listener.

Key takeout

A sonic logo in line with Lemsip’s DNA which is catchy, positive and most importantly, instantly recognisable. The voices and melodic arc go from cold symptoms to relief, reinforced by the familiarity and warmth of the felt piano, with a finger click on the final note to indicate simplicity, and to complete the tick.

Ilā: ‘Sus Kyd and I blended our voices together in this playful vocal mnemonic. Bouncing musical shapes between us that embodied ‘Lemsip it’ as a verb, we went from that closed nasal spluttering of being under the weather to the open, clear sound of relief followed by a sigh. We also used innovative AI timbre transfer technology to transfer the tone of our voices to each other to make them one unique voice encompassing our combined range and vocal expression’.