petromin

One of Our Most Significant Projects: Petromin Saudi Arabia

That’s why we’re using it as a case study to illustrate what a sonic identity truly is — and how your brand can benefit from one.

About the Client

Petromin is one of Saudi Arabia’s leading companies in the lubricants and automotive services sector, with a long-standing reputation for quality and reliability. As part of its efforts to modernize communication and strengthen its presence across advertising and digital channels, the company decided to develop a sonic identity that reflects its values and modern direction.

At Rababah Studio, we had the honor of collaborating with Petromin’s marketing team to craft a sound that represents the soul of the brand — a voice that speaks to the audience with clarity and emotion.

The Process:

1. Understanding the Brand’s Identity

We began with a deep analysis of Petromin’s existing identity — from colors and logo to messaging and core values. We asked:

How does Petromin perceive itself?
How should customers feel when engaging with the brand?
What kind of experience does the brand aim to offer?

2. Strategic Discussions with the Marketing Team

We conducted meetings with the marketing and brand team to understand their audio vision. We explored their target audience, the environments where the sonic identity would be used, and whether they had specific musical preferences or inspirations.

3. Developing Initial Prototypes

Based on the insights gathered, we produced several audio prototypes, each with a unique character: dynamic, professional, national, warm… We presented these to the team with full context behind each one.

4. Selecting the Final Direction

After several review sessions and feedback rounds, the team selected the sound that best balanced modernity and trust — one that could be used flexibly across campaigns without overpowering the message.

5. Defining Usage Scenarios

We mapped out all the areas where Petromin needed musical coverage, including:

Music for TV and digital commercials
Emotional music for storytelling videos
A national-themed tone for Saudi occasions

Each required a distinct emotional feel, but we ensured the overall sonic identity remained consistent and cohesive.

6. Full Musical Production

With the vision approved, we moved into full production of all music tracks, ensuring high-quality output tailored to each use case.

7. Refinement & Adjustments

We reviewed feedback from the Petromin team and made precise refinements to ensure the final product matched their expectations exactly.

8. Delivery

We delivered a complete sonic package that included:

Multiple versions of the music tracks
Formats for advertising and internal use
A Sonic Identity Usage Guide to ensure brand consistency across future campaigns

Components of the Petromin Sonic Identity

1. Sonic DNA

The foundation of the entire identity. It translates the brand’s core values and personality into sound. This includes:

Main tonality
Signature sounds
Rhythm and style

2. Sonic Logo (Audio Tag)

A short musical motif (2–5 seconds) used at the beginning or end of commercials, promo videos, and radio ads. It is extracted from the brand’s Sonic DNA.

3. Supporting Music Assets

These are full-length audio pieces and soundscapes inspired by the DNA, tailored for use across all brand channels — ads, videos, apps, and even call center hold music.

Listen to the Full Sonic Identity

Commercials

Influencer Content

Office/Exhibition Use

Alternate Ads

National & Cultural Moments

Today, Petromin’s sonic identity has become a central part of its media presence — used in advertisements, digital videos, and special events. It has become an audible signature that distinguishes Petromin and strengthens its emotional connection with the audience.

petromin

One of Our Most Significant Projects: Petromin Saudi Arabia

That’s why we’re using it as a case study to illustrate what a sonic identity truly is — and how your brand can benefit from one.

About the Client

At Rababah Studio, we had the honor of collaborating with Petromin’s marketing team to craft a sound that represents the soul of the brand — a voice that speaks to the audience with clarity and emotion.

The Process:

1. Understanding the Brand’s Identity

We began with a deep analysis of Petromin’s existing identity — from colors and logo to messaging and core values. We asked:

How does Petromin perceive itself?

How should customers feel when engaging with the brand?

What kind of experience does the brand aim to offer?

2. Strategic Discussions with the Marketing Team

We conducted meetings with the marketing and brand team to understand their audio vision. We explored their target audience, the environments where the sonic identity would be used, and whether they had specific musical preferences or inspirations.

3. Developing Initial Prototypes

Based on the insights gathered, we produced several audio prototypes, each with a unique character: dynamic, professional, national, warm… We presented these to the team with full context behind each one.

4. Selecting the Final Direction

After several review sessions and feedback rounds, the team selected the sound that best balanced modernity and trust — one that could be used flexibly across campaigns without overpowering the message.

5. Defining Usage Scenarios

We mapped out all the areas where Petromin needed musical coverage, including:

Music for TV and digital commercials

Emotional music for storytelling videos

A national-themed tone for Saudi occasions

Each required a distinct emotional feel, but we ensured the overall sonic identity remained consistent and cohesive.

6. Full Musical Production

With the vision approved, we moved into full production of all music tracks, ensuring high-quality output tailored to each use case.

7. Refinement & Adjustments

We reviewed feedback from the Petromin team and made precise refinements to ensure the final product matched their expectations exactly.

8. Delivery

We delivered a complete sonic package that included:

Multiple versions of the music tracks

Formats for advertising and internal use

A Sonic Identity Usage Guide to ensure brand consistency across future campaigns

Components of the Petromin Sonic Identity

1. Sonic DNA

The foundation of the entire identity. It translates the brand’s core values and personality into sound. This includes:

Main tonality

Signature sounds

Rhythm and style

2. Sonic Logo (Audio Tag)

A short musical motif (2–5 seconds) used at the beginning or end of commercials, promo videos, and radio ads. It is extracted from the brand’s Sonic DNA.

3. Supporting Music Assets

These are full-length audio pieces and soundscapes inspired by the DNA, tailored for use across all brand channels — ads, videos, apps, and even call center hold music.

Listen to the Full Sonic Identity

Commercials

Influencer Content

Office/Exhibition Use

Alternate Ads

National & Cultural Moments

Today, Petromin’s sonic identity has become a central part of its media presence — used in advertisements, digital videos, and special events. It has become an audible signature that distinguishes Petromin and strengthens its emotional connection with the audience.

Ready to Build a Sonic Identity That Speaks for Your Brand?

Let’s connect — and create your brand’s unique sound.