CGR ICE – An sonic branding s designed for immersion
Immersive Audio
sonic branding
Ice CGR Cinémas
sonic logo
Brand anthem
Sound design
Dolby Atmos mix
In 2023, CGR Cinémas entrusted us with the creation of the ICE “sonic branding ,” its premium movie-going experience.
ICE is built on a powerful promise: greater comfort, a stunning visual experience, a unique side-screen system, and immersive sound.
Our challenge: to create a soundscape capable of expressing both the emotion of cinema and the technological power of the ICE experience.
Between Emotion and Technology
We're looking for a style that draws on the conventions of contemporary cinema without devolving into a generic movie trailer.
The music is built around four elements: deep chords, a powerful orchestral theme, ethereal flute arpeggios, and cinematic percussion.
These elements become the building blocks of a musical system capable of reconfiguring itself according to different formats and content.
Here, the sonic logo is not the centerpiece. It is the system as a whole that defines its identity.
sonic branding , Designed for Dolby Atmos
For a premium movie-going experience, Dolby Atmos couldn't just be an afterthought added at the last minute.
The identity was conceived, produced, and mixed in our Atmos studio to directly shape the depth, movement, and sound space.
Spatialization thus becomes an integral part of the identity itself, supporting the ICE promise: to make sound part of the experience even before the movie begins.
Bringing Identity to Life
Launched in late 2024 in CGR theaters equipped with ICE technology, the brand identity now underpins the various content and communications associated with the premium experience.
The project received the Gold Award at the 2025 Grand Prix Stratégies du Design.
But what stands out most about this project is a conviction: a strong " sonic branding " does not necessarily rely on a few notes repeated over and over.
It can also serve as a comprehensive vocabulary—coherent enough to be recognizable and flexible enough to support the entire brand experience.
