Moersleutel // From Brew to Boom
Engineering a Sonic Identity that sounds Like the Future of beer
/ Client: Moersleutel Craft Brewery
/ Industry: Premium Craft Beer
/ Deliverables: Brand Anthem (90”-60”-30”) · Sonic Logo · 2× 30” CEP Moods · Stems & Toolkit
Music director / sound strategy: Stephanie Dufrane
Music composers: Daan Duijf & Manfred Roovers
Moersleutel isn’t quite your classic family brewery… they are engineering flavor bombs. When the Beer Engineers dropped their new retro‑futurist look, they wanted sound that could match the visual punch. Something bold. Mechanical. A little mad scientist.
That’s where we came in: make Moersleutel sound like Moersleutel: ingenious, driven, open, geeky, sharp and never afraid to pour it loud.
The noise / challenge
Craft beer has become a crowded playlist. Everyone’s shouting; no one’s singing in tune. Moersleutel needed a sonic signature that cuts through both the algorithm and the bar buzz. We weren’t chasing “nice background music”. We were building a brand instrument, something that engineers mental availability and recognition so that Moersleutel builds top of mind awareness at key decision points of its consumers’ journey to target:
Distinctiveness: an instantly recognizable audio signature that feels engineered — not generic.
Consistency: a system that scales from brand films to taproom to packaging QR codes without sounding like a different brand each time.
Mental availability at Category Entry Points (CEPs): targeted sound for the moments when people actually choose and drink beer — tasting with friends and outdoor hangs (beach/picnic) — so Moersleutel comes to mind at the exact moment of decision.
The Mixdown / approach
We started with brand DNA: Flavor engineered to perfection. Then we built it out, layer by layer, like a great stout.
Step 1 – Deep Dive
We unpacked every brand doc, quizzed the team, built playlists, mapped competitors and isolated sonic values.
Step 2 – Field Recordings
We went to the brewery and hit record. Valves, tanks, canning lines, even the hiss of a pour — captured, processed, turned into beats, textures and glitchy rhythms.
Step 3 – Composition
We fused those sounds with a retro‑futurist backbone of arpeggiated synths, engineered drums and Moersleutel’s signature brass (baritone sax + horns + vocoder “Moersleutel”). Every sound has a reason to be; every note comes from the brand’s DNA
Step 4 – Remixing for context
We designed scalable assets that flex across platforms: from TV ads to socials to taproom ambience. Every edit still sounds Moersleutel.
The Drop / Solution
1. Brand Anthem (90s)
Think cinematic but beer‑sticky. A slow build to full flavor — tension, build up, release. Brewery beats drive the rhythm while brass punches through like carbonation. Modular sections mean it works in 30, 60 or 90 seconds without losing its core.
2. Sonic Logo
A 3 seconds burst built from the brewery’s own mechanical “click” — sharp, confident, engineered. It’s short, bold, and unapologetically Moersleutel.
3. Category Entry Point Mood Edits (2×30s)
TASTING SESSIONS / STOUT MOMENT: deeper low end, warm analog brass, steady groove, easter egg Moer — the sound of discovery with friends.
OUTDOOR CHILL / IPA MOMENT: lighter, faster, open‑air synths with kinetic beats — sun, laughter, and cans cracking open.
All edits share the same melodic DNA. Different moods, same brand memory. That’s how sonic consistency builds mental availability.
The resonance / why it works
Not a bunch of nice tracks, a measurable uniqueness:
Distinctive sonic codes make recall faster and attribution clearer across channels.
CEPs by design aligning assets to the moments that drive mental availability and purchase.
System, not one-off: a coherent palette that stays Moersleutel whether in a 6-second pre-roll or a 90-second brand film.
Engineering sound as precisely as flavor, designing and owning your brand awareness.
