Elovena: Sonic Branding

Elovena is a brand deeply rooted in Finnish everyday life. On its 100th anniversary, it deserved an audio identity as timeless, recognisable and meaningful as its visual one. VILD’s goal was to create a sonic brand that doesn’t just sound like Elovena – it feels like what Elovena is.

Starting Point: “Täyttä eloa” – Brought to Life in Sound

The greatest power of sound is its ability to evoke emotion. And emotion often links also to memories. When we asked ourselves what memory we’d most want to associate with Elovena’s century-old brand – and that would also reflect the slogan "Täyttä eloa" (Living live to the fullest) – the answer came naturally: We wanted the sound of Elovena to awaken personal summer memories from Finnish nature. That nostalgic trigger that brings back childhood and youth – when summers felt endless, there were no worries, and everything seemed possible. There may have been a few scrapes along the way, but life was lived fully and in the moment. We believe this is a feeling most Finns can connect with. That is the memory we wanted to evoke. That is the nostalgic emotion we wanted to link with the Elovena brand.

Musical Approach: A Melody of Memories

Elovena’s sound moves with ease, playfulness and warmth. Built in a major key and filled with rising melodic phrases, the composition radiates optimism and a sense of life. The tone is both modern and timeless — created through a thoughtful combination of acoustic instruments and human voice, lightly polished with electronic elements and pop-tinged nuances. The audio brand is not a simple jingle but a multi-part, dynamic musical suite. It contains ambient, slower sections, mid-tempo passages, and light bursts of energy — each crafted to be adaptable across different formats and media use cases.

A Sound Logo That Smiles

Our usual approach to a sonic logo is to extract the leitmotif of the Brand Anthem — the melodic phrase that forms the DNA of the whole piece. For Elovena, we began the same way. But in this case, that wasn’t quite enough. The slogan "Täyttä eloa" called for something more.

We proposed something often seen as a risk rather than an opportunity: human laughter. Elovena’s team embraced the idea, and we began experimenting. Laughter can convey many things, and the challenge was to capture the right kind of laugh — one that radiates lightness, joy and positivity. Thankfully, we work with some of Finland’s finest voice talents, capable of delivering exactly what’s needed — be it voiceover, sung harmonies or a sonic logo that hums and transforms into laughter. For this, we cast actor Saara Lehtonen, who delivered a performance full of warmth, life and authenticity — a perfect match for Elovena.

Process: From Research to Workshop to Composition

VILD’s approach was rooted in neuroscience, psychology and musicology — disciplines that help us understand how sound triggers emotion and memory. The project began with benchmarking: analysing competitors' audio brands and identifying Elovena’s unique positioning.

We then organised a collaborative creative workshop with the client and agency, where we refined the tone, goals and emotional direction of the brand’s sound. Our philosophy for the process is simple: well-prepared is half done.

Outcome: A Sound That Connects Time and Feeling

Elovena’s new audio identity is not just music made for advertising—it’s a feeling, a memory and a mental image. It lives alongside the visual brand like a familiar scent or flavour. It builds a bridge between past and present and speaks to listeners not only about what Elovena is — but how life feels when it’s lived to the fullest.