Crazy Water | Sonic Brand

Crazy Water has been making people feel good for over 140 years with its quirky, confident, and unapologetically Texan spirit. So when their creative agency, TRG, reached out to SAM for a custom sonic brand and brand song to make wellness fun, it didn't sound so crazy to us!
SAM’s composers set to work, tapping into the quirky roots of Crazy Water and developing a sonic logo fitting of the brand's dead-pan humor and Texas-sized personality – it even sounds like it's coming from a well. The brand song further plays on the brand's unique vibe with a cowboy-choir-meets-Devo motif that would make just about anyone crack a smile. The result is a sonic brand that feels crazy good – a perfect fit for this storied brand from Mineral Wells, Texas that doesn't take itself too seriously.