A Sonic Proposal for Twina

01 — The Audit

We've been listening.

Before writing a single word of this proposal, we studied your content, your brand, and your customer experience. Here's what we found.

What's Working

Your content team has genuine musical taste.

The track selection across your Instagram and TikTok isn't accidental — it's deliberate. Every piece of music breathes with the visual, syncs with the edit, and reinforces the coastal, refined energy of Twina. This is harder than it looks, and your team does it well.

What's Working

A brand identity worth protecting with sound.

Twina doesn't present itself as a fish restaurant. It presents itself as a lifestyle — Jeddah's Red Sea heritage, elevated. The visual brand is premium, editorial, and proud. That level of investment in identity demands a sonic layer to match it.

What's Missing

Every film ends in silence.

We watched them all. Every beautifully shot, perfectly edited piece of content fades to a black screen — static logo, no sound. It's the equivalent of a song with no final chord. A sonic logo at that moment would change everything about how viewers remember Twina.

The gold standard — Netflix

Three seconds. One sound. Instant recall — anywhere in the world. This is exactly what Twina is missing.

What's Missing

The Fresh Fish Showroom needs its own world.

A live seafood display is one of the most immersive, theatrical moments in any high-end restaurant. Right now, that space shares its atmosphere with the rest of the dining room. A dedicated ambient soundscape — deep, oceanic, alive — would make it a destination in itself.

Reference — Our Approach to Soundscapes

The City of Medina Soundscape (By WithFeeling)

WithFeeling · 30 min ambient

A 30-minute immersive soundscape commissioned for the City of Medina — the same craft and depth we'd bring to Twina's Fresh Fish Showroom.

Untapped Opportunity

Touchpoints that haven't found their sound.

IVR hold music. In-store playlists. Branded events. Each one is a moment Twina occupies in the customer's world — and none of them currently speaks with a single, recognisable voice.

Untapped Opportunity

Scaling without a sonic system is expensive.

The franchise model is already moving. Every new Twina location is a new sonic environment — and without a defined sound system, every opening starts from scratch. One sonic identity, built now, protects every location that follows.

02 — The Gap

The experience now
vs. what it should be.

Without Sonic Branding

Films end in silence

A 60-second film — perfectly shot, perfectly edited — fades to black with nothing. No sound, no signature. The emotion evaporates before the logo has even registered.

The Fresh Fish Showroom blends in

A premium, theatrical live display shares its acoustic space with the rest of the dining room. A once-in-a-visit sensory moment, wasted.

Every touchpoint sounds different

IVR, playlists, events — each one is an independent acoustic experience with no common thread. Nothing says "this is Twina" except the visual brand.

No seasonal expression in sound

Ramadan, Eid, summer launches — each occasion is treated visually, but sonically, every season sounds the same.

With WithFeeling

✦

Every film lands with a signature

A 3–5 second sonic logo — rooted in the warmth of Jeddah and the textures of the Red Sea — closes every piece of content. Instant recognition. Every time.

✦

The Fresh Fish Showroom becomes a destination

An ambient soundscape built from oceanic depth and subtle resonance makes the fresh catch display feel like its own world — one guests will talk about.

✦

One sound. Everywhere.

From the moment a customer calls your number to the moment they leave a branded event — a single, coherent sonic identity runs beneath everything.

✦

A system that grows with your calendar

Ramadan, Eid, New Year — the sonic system is built to flex. Cultural moments get their own sonic expression, without ever losing the Twina signature.

03 — The Concept

We call it

Saut Al Bahar

صوت البحر — The Sound of the Sea

A sonic identity for Twina rooted in the living textures of the Red Sea — the resonance of its depths, the warmth of Jeddah's shoreline, the quiet confidence of a brand that has turned coastal heritage into something modern, refined, and proudly Saudi.

Six core assets, built from scratch, composed only for Twina. Everything that follows — every seasonal variation, every future touchpoint — grows from this foundation.

04 — Deliverables

Six assets.
Built to last forever.

Auditory Brand Development

Our job is not only to create new brand assets but to help expand the Twina brand identity into a new space. Just as you have clear rules and guidance on your visual brand identity, we're here to translate this into sound.

From a detailed competitor review to a full brand audit and translation of Brand Pillars into Sonic Pillars — defining and guiding the sound of Twina across every potential use case.

Competitor Review Brand Audit Sonic Pillars Strategy

The Sonic Logo

A 3–5 second signature composition — the sound of Twina, distilled. Designed to close every film, open every radio spot, and lodge itself permanently in the memory of anyone who hears it. Built from original instrumentation inspired by the Red Sea: resonant, warm, unmistakably Saudi.

Delivered in a full suite of format variations for every use case.

Video Content Social Media Radio Spots IVR Events Broadcast

Hero Brand Track

A long-form piece, up to 120 seconds, of branded music that embodies the full scope of the Twina brand identity. A musical toolkit of branded melodies that guarantees both flexibility and consistency.

A sonic bridge that carries your sound from social and digital content into the live environment — integrated hourly across your in-restaurant dining playlist for a fully connected guest experience.

Long-Form Composition Brand Foundation Toolkit

Variations × 5

Five variations, up to 120 seconds each, of the core sonic assets — each exploring different instrumentation, styles, and energies. Recognisable, on-brand, and ready to use: an abundance of choice right out of the gate.

5 Variations Multiple Styles Multiple Energies

The Ambient Soundscape

A long-form ambient composition, up to 15 minutes, designed exclusively for Twina's Fresh Fish Showroom. Layers of oceanic depth, subtle movement, and natural resonance that transform a display into an experience. Immersive enough to feel like the Red Sea is present in the room.

Delivered as a seamless loop for in-store use and a full cinematic version for events.

Fresh Fish Showroom In-Store Events Franchise Locations

Guidelines & Support

Working with your team, we'll deliver an extension to the current Twina brand guidelines covering the use and best practices for every new sonic asset.

We'll also prepare a six-month rollout plan and run short online workshops with your creative and marketing teams — ensuring your new sonic identity performs at its very best from day one.

Guidelines Extension 6-Month Rollout Plan Team Workshops

04b — Timeline

6–12 weeks from brief to delivery.

Phase 01

Discovery & Auditory Brand Development

Brand immersion, competitor review, and full sonic audit. We translate Twina's Brand Pillars into Sonic Pillars and agree the strategic and emotional territory before a single note is composed.

Phase 02

Composition: Hero Track & Sonic Logo

First compositions of the Hero Brand Track and Sonic Logo. Structured feedback rounds at each milestone.

Phase 03

Variations & Ambient Soundscape

Production of the five variations and the long-form Ambient Soundscape for the Fresh Fish Showroom. Refinement and approval of all directions.

Phase 04

Delivery, Guidelines & Rollout

Final asset delivery in all required formats, plus the guidelines extension, 6-month rollout plan, and team workshops to embed the new identity.

05 — The System

A flexible, holistic solution.

Everything we create is developed as a functional asset. It must serve a purpose and a use for you as a client.

The assets proposed for the Twina Sonic Identity are designed to cover every potential consumer touchpoint — now and into the future. From social and digital content to environmental sound, and from UX development for apps and kiosks to in-venue experience, every touchpoint will be immediately recognisable as Twina.

Our system isn't just comprehensive — it's future-proof. And we're here, alongside you, to make sure you get the absolute most from it.

06 — Our Work in Saudi Arabia

We know Saudi.

We don't arrive in Saudi Arabia as outsiders. We've had the privilege of composing the sound of this nation — its tourism, its culture, its global ambition. These are three of those projects.

The Sound of Saudi: A Sonic Identity That Redefined a Nation

Tasked with translating "Endless Discovery" into sound, we created a sonic identity worthy of a nation in transformation — where ancient rhythms meet visionary ambition.

A Sonic Identity Without Beginning or End

An eight-minute composition titled Converge — structured as a journey, with each movement carrying a distinct energy rooted in regional instrumentation and contemporary texture.

'A Different Tomorrow.' — Our Theme for the World.

Immersive soundscapes for the Riyadh Expo 2030 official reception at Paris's Grand Palais Éphémère — in collaboration with Hopscotch and the Royal Commission for Riyadh.

07 — Why WithFeeling

We are a sonic branding and music agency — built entirely around the single discipline of making brands feel something through sound.

We've composed the sound of Saudi tourism. We scored the Diriyah Biennale. We shaped the acoustic identity of Riyadh's bid for Expo 2030. We understand this culture, this moment, and this market.

When we work with Twina, we don't arrive with a template or a library of sounds. We arrive having already studied your content, absorbed your heritage, and heard — in our heads — what the Red Sea sounds like when it's been distilled into five seconds of brand.

This microsite is our proof of concept. The way it moves, the way it feels, the choices in every detail — this is exactly how we approach every piece of sonic work we build for our clients.

20+ Years in Sonic Branding

15 Major Saudi Projects Delivered

100% Original Composition, Every Time

The Red Sea
deserves to be heard.

We've been listening.

Your content team has genuine musical taste.