PetCentral wanted a sonic identity that felt alive, authentic and unmistakably theirs. WithFeeling invited the UAE’s pet-parent community to co-create the brand sound, building a modular audio identity from over 100 real pet sounds submitted by customers.
- Client
- PetCentral
- Agency
- WithFeeling
Sound
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CROWD-SOURCED SONIC BRANDING DOESN’T JUST REPRESENT A BRAND. IT REPRESENTS A COMMUNITY.
PetCentral set out to make a sound no competitor could replicate. The answer was simple in idea and ambitious in execution: build the identity from the actual voices of the pets who walk through PetCentral’s doors.
Over 100 real pet sounds, contributed voluntarily through a bespoke upload portal, became the raw material for the brand’s audio world. A nationwide collaboration that turned everyday pet owners into creative partners.
THE CHALLENGE
Pet care in the UAE is growing fast, but most brands sound alike. Stock tracks dominate the airwaves, and emotional differentiation in audio has been almost impossible to achieve.
PetCentral wanted a sonic identity that felt alive, authentic and unmistakably theirs. A brand sound the community could feel ownership of, not one composed in isolation. No brand in the UAE had ever attempted a crowd-sourced sonic identity on this scale.
THE APPROACH
WithFeeling built a bespoke upload portal at petcentral.withfeeling.com, where pet parents could submit recordings of their animals. Within days, more than 100 unique clips arrived. Barks, meows, chirps, aquarium bubbles, paw taps.
Every sound was cleaned, pitched, stretched and sculpted into something musical. Barks became drum hits. Meows turned into melodic shapes. Aquarium bubbles added light percussive textures.
The classic B-I-N-G-O melody was reimagined with Latin percussion, Middle Eastern tonalities and modern production, giving the identity a tune that felt nostalgic and contemporary in the same breath.
THE RESULT
PetCentral now has a full Sonic Toolkit shaped by the people and pets it serves: five modular tracks, multiple sonic signatures, pet-call endings (woof, meow, chirp, bubble) and culturally adaptable variations.
Families have shared videos of the final jingle, pointing out their pets’ cameos like credits in a film. A level of ownership very few brands ever achieve.
It is the UAE’s first crowd-sourced sonic identity, and a brand asset with built-in distinctiveness no competitor can replicate.
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