Jan · Sonic Branding

Jan wanted a sonic identity that felt unmistakably Jan: playful, warm and a little quirky, just like the brand itself. The challenge was to create a sound that would stand out in a crowded food category, feel instantly recognizable, and work seamlessly across all touchpoints: from social and TV to online content. Rather than relying on generic brand music, Jan wanted something authentic and character-driven, a sound that truly belonged to them, and no one else.

We went straight to the source. Starting at Jan’s factory, we explored what Jan should sound like, and quickly realized that their iconic product could become an instrument itself. Using pancakes and dough from a Jan goodie bag, we recorded a full custom sample pack and transformed it into a rhythmic drumbeat. From there, we built the track layer by layer: a quirky synth bass for a modern twist, and a playful street organ sound inspired by a typically Dutch musical tradition. To take it one step further, we recorded a real street organ, De Schuyt, at Museum Speelklok in Utrecht. The result: probably the world’s first pancake-powered street organ track. We finished the sonic identity with vocal hooks by Elaine, where the sound logo was born: “The Jan and only.” The end result is a fully custom sonic brand, 100% Jan. Playful, recognizable, and exclusively theirs, ready to bring their content to life across every platform.

Client: Jan/Cérélia