No Regrets

"Say Yes to the No-Go!"
A Refreshing Start
There’s nothing more exciting than shaping a brand’s voice from scratch. Devil’s Advocate — a bold new water brand with a taste for trouble — gave us exactly that opportunity. With no sonic history and no rules, we built a musical identity – in cooperation with our friends at design and communications agency GUDBERG NERGER – from the ground up: playful, provocative, and charmingly unconventional.
Testing The Waters
We believe every sonic identity starts with a deep understanding of culture, audience and context — because sound without strategy is just noise. Using Sonic Sweetspot, we mapped the landscape and identified electronic music and its subgenres as Devil’s Advocate’s niche. We filtered emerging trends, selected creative partners from this space, and built a living sonic system designed to evolve with the brand.
A World of Voices
At the heart of Devil’s Advocate lived a mischievous crew of little monsters — each with its own attitude and energy. We translated this into a flexible sonic system: every character received a distinctive voice and musical identity. Cartoonish, bold, and full of personality — yet unified through one unmistakable tonality. Instead of one static sound logo, we created a dynamic cast — giving the brand room to expand its storytelling while always remaining instantly recognizable.

Bringing Mischief to Life
At blut, we believe a sonic strategy only works when it lands where culture actually happens. That’s why we brought Devil’s Advocate straight to its audience: festivals, clubs, live music events — places where playful brands naturally belong. These activations generated vibrant social content, turning real-world moments into shareable digital assets. The result: a disruptive launch with no regrets — and no chance of going unnoticed.
Awarded at





