InPost's sonic identity turns parcel-locker sounds into a brand instrument

InPost is one of Poland's best-loved logistics brands, known for its Paczkomat parcel lockers. After refreshing its visual identity, the company wanted a matching audio dimension as it grew on international markets — starting from the fact that the sound of a locker door opening is one of the most frequent moments a customer touches the brand.

Give InPost a complete sonic identity made from its own service: an instrument of Paczkomat parts, a sonic logo, app sounds and a brand melody used everywhere.

With audio-branding agency TADADAM, InPost built a complete sound system: strategy anchored on three values (joy, engagement, out-of-the-box thinking), a sonic logo, a Brand Music Core arranged for different communications, UI sounds for the app, a unified brand voice, a production-music library, and a custom instrument designed with InPost engineers from real parts of the Paczkomat machine, heard across every asset and used as event percussion.

The launch came with a custom vinyl record of the whole system. Within months the work won the Red Dot: Best of the Best 2025 in Corporate Sonic Identity — the first Polish audio branding project to take the prize — plus an International Sound Awards 2025 in Audio Branding.

InPost, the Polish parcel-locker company behind the Paczkomat machines, is one of the country's best-loved logistics brands. After a visual-identity refresh, it wanted an audio dimension to match as it grew abroad — and noticed that the sound of a locker door opening is one of the most frequent moments a customer meets the brand.

With audio-branding agency TADADAM, InPost built a complete sonic system: a sonic logo, a Brand Music Core melody arranged for different communications, UI sounds for the app, a unified brand voice, a production-music library, and a custom instrument constructed with InPost engineers from real parts of the Paczkomat machine.

Strategy work anchored the system in three brand values — joy, engagement, out-of-the-box thinking — and AI-assisted testing helped tune the sounds to the brand. The launch even came with a vinyl record of the full system, sent to influencers, media and key staff.

Building the audio identity from the brand's own service means every sound is an authentic reminder of what InPost actually does.

Treating sound as a system rather than a jingle let the same motif work across app, phone line, ads and events, compounding recognition.

The success sound turned a functional locker moment into a rewarding experience, building the emotional bond a delivery company rarely gets to express.

Sound is an under-used brand surface: most advertising still carries no audio assets, so a company that composes its own from its own service earns recognition no visual refresh can buy.

InPost Audio Branding won the Red Dot: Best of the Best 2025 in Corporate Sonic Identity and the International Sound Awards 2025 in Audio Branding — the first Polish audio branding projects to earn either honour — with trophies presented at galas in Berlin in late 2025. TADADAM describes the goal as making InPost recognisable with one's eyes closed.