Epidemic Sound curates sonic identity for Wasa's major rebrand
Stockholm, Sweden, November 3, 2025 – Epidemic Sound curates the first ever sonic identity for the Swedish crispbread brand, Wasa, as part of the company’s biggest brand shift in decades. The new sound is a core component of the company’s global rebranding.
Wasa has introduced its new brand through the global campaign “Go Hard”. The rebranding includes a brand platform with a new, distinguished voice, a bold and iconic visual identity, and a sonic identity that celebrates its Swedish roots.
The new sound was created in collaboration with Epidemic Sound’s in-house music curation experts and award-winning sound designers. Grounded in extensive research, workshops, and studio sessions with artists, the sonic branding strategy captures Wasa’s identity in a way that is both vivid and confident, while staying true to its Swedish heritage. The new sonic identity ensures that the “Go Hard” campaign is not just seen, but also powerfully heard across TV, digital, and social platforms globally.
“Epidemic Sound has been a crucial partner in creating Wasa’s new sonic identity. Together, we’ve developed a sound that is not only distinctive and memorable, but also deeply rooted in our Swedish heritage. From the crunch of our crispbread to the calm of Nordic nature, Epidemic Sound has helped us translate what makes Wasa unique into audio. This sonic identity doesn’t just strengthen our visual rebrand — it’s a powerful driver of global brand awareness and recall, giving Wasa a voice that truly resonates,” said Jakob Osborne Edman, Head of Brand at Wasa.
A key element of the sonic identity and global brand campaign is bespoke sound effects that are “uniquely Wasa” — such as the crunch of biting into a Wasa crispbread or the soothing sound of spreading butter on one. All were specially recorded in a studio by a team of award-winning sound designers at Soundly, a world-leading special effects company and subsidiary of Epidemic Sound.
In their recent work for Wasa, award-winning sound designer and Co-founder of Soundly, Christian Schaanning and his colleague Joachim Crisostomo Jorddal, took a story-first approach. Christian explained the philosophy behind their approach:
"In storytelling, sound is the emotional blueprint. It guides the audience on how to feel, often on a subconscious level. When developing the sonic world for Wasa, we started with its story — one of Swedish heritage and bold simplicity. That story dictated every choice, from designing a bespoke crunch that feels satisfying and confident, to capturing other sounds that feel natural and authentic. This is why sound is so critical for a brand; it’s not just noise, it’s a narrative that builds a lasting, emotional connection.”
Wasa’s new sonic identity features curated playlists of music and sound effects: four music themes highlight the brand’s personality across product categories, while sound effects capture its Nordic heritage through nature and landscape recordings. This work resulted in a sonic brand playbook that guides consistent use across touchpoints, and with Epidemic Sound’s licensing model, Wasa can safely scale its content globally, from social reels to major TV campaigns.
“Working with Wasa on their new sonic identity has been an inspiring journey. From the very first workshops to the final studio sessions, we set out to capture the essence of the brand — its Swedish heritage, its bold simplicity, and its playful spirit. The result is a sound that is vivid, confident, and unmistakably Wasa. It doesn’t just complement the visual identity; it brings the brand to life in a whole new dimension,” said Martin Grewin, Senior Music Curator at Epidemic Sound.
About Wasa
We’ve been baking crispbread for over a century, sharing our passion for simple ingredients with over 40 countries. As part of the Barilla Group since 1999, we continue to craft our crispbread with care in Filipstad, Sweden, and Celle, Germany – staying true to our roots while bringing the taste of Wasa to tables around the globe.
More information at Go Hard | Wasa.
