The archive · Brand & Identity · Marketing decision · 2025
InPost's sonic identity turns parcel-locker sounds into a brand instrument
InPost and agency TADADAM built a full sonic identity — logo, app sounds and an instrument from Paczkomat parts — winning Red Dot Best of the Best 2025.
InPost
What it had to solve
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.
How it works
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.
Why it lands
- 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.
What it did
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.
What you can take
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.
Since then
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.
Sources
- InPost – complete audio identity (TADADAM case study)
- Red Dot Design Award: InPost Audio Branding
- Audio branding: InPost z nagrodą Red Dot za identyfikację dźwiękową
- InPost Audio Branding wins International Sound Awards and Red Dot Design Award 2025
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