Jewellery made from Sound

The journey of designing Soncur began with rethinking its name. Originally registered as "Sonic Curves," the name didn’t capture the distinctiveness of the founder's innovative product. We set out to create a name that was as unique and impactful as the product itself. The result? Soncur—a shorter, sharper, and more memorable identity that truly stands out.

Understanding Soncur’s essence was crucial in shaping its branding

While the founder emphasized that Soncur "transforms" and envisioned a logo with a "techy" vibe, somehow this description was not convincing enough. Soncur did more than just transform.

Our lives are filled with countless experiences, but some of the most special ones are the firsts and the lasts — the first cry of a baby, the fist words of the baby, the first concert, the first time someone confesses their love—and, on the other hand, the final words, the goodbyes.

These moments live on in our memories, treasured and revisited time and again. Whenever we encounter something truly beautiful, we wish we could hold onto it a little longer, immerse ourselves a little deeper, and savor it just a bit more. We want to live in it a while longer — we want to pause the moment.

The logo is a reimagined interpretation of the pause symbol. By creatively modifying the letters "S" and "C" from Soncur, the design echoes the pause icon, embodying the core idea of what Soncur enables us to do: pause and hold onto life’s most precious moments.

Reinforcing the brand message

Our past plays an important role in shaping us into what we become. We have a variety of experiences throughout our life and these experiences become the voices in our head, helping us to keep going. They give us hope, strength, courage, support, make us believe in ourselves and remind us that we are loved.

This core idea inspired Soncur’s campaigns:

For personal sounds:

  • Relive the moment with Soncur

  • Because some memories are worth remembering

For iconic sounds, like speeches or music that moved you:

  • To those who made your heart skip a beat