Kroger is committed to providing access to fresh, affordable, and delicious food to customers of all budgets and backgrounds. As part of their recent brand repositioning, Kroger identified the need for a distinctive sonic identity that could build recall, appeal and attribution with modern consumers. Kroger partnered with global sonic branding agency Made Music Studio to develop a sonic identity that’s relatable, welcoming, friendly, and joyfully captures the Fresh for Everyone ethos through music. The flexible, cohesive sonic system is the soundtrack for Kroger's visual identity and iconic brand assets like their lovable Kroji characters, serving as a sonic red thread across their retail banners and expansive brand ecosystem, which includes advertising, sponsorships, social media, retail environments, events and mobile apps.