Abstract
Musa Calma is a Swiss brand specializing in natural cosmetics and organic herbal teas. Original musical compositions blended with alpine nature sounds create a distinctive sonic identity. These soundscapes are used as immersive background music across the website’s product sections and throughout the brand’s visual communication.
Description
Through a holistic brand development process, a distinctive brand world was created that allows customers to experience the fascination of alpine landscapes with all their senses. Inspired by the founder’s surname “Musa,” the concept references the muses of Greek mythology—symbols of inspiration and creativity. Combined with “Calma,” the name expresses the brand’s core philosophy: inspiration arises from calm.
To translate this idea into a digital experience, a website with an integrated webshop and immersive storytelling was developed. Five narrative product worlds guide visitors through the landscapes and moods of the Swiss Alps: Crystal Clear Mountain Lake / Rugged Mountain Stream, Endless Alpine Summer, Misty Mountain Valley, Starry Night, and Untamed Wilderness. Each narrative unfolds on its own dedicated subsite, where the sound environment automatically shifts to the corresponding soundscape, allowing visitors to move seamlessly through different alpine atmospheres.
Sound forms the emotional core of the experience. Specially composed neoclassical piano pieces—performed on an upright piano recorded with an open lid—preserve the subtle mechanical sounds of keys and strings, creating an intimate and organic texture. Felt placed on the strings softens the tone, translating the brand philosophy of calmness directly into sound.
Each composition interprets a distinct alpine atmosphere. For example, deep, sustained tones evoke the stillness of the Misty Mountain Valley, while flowing arpeggios mirror the movement of a Rugged Mountain Stream. Authentic field recordings—water, wind, cowbells, and mountain ambience—blend with the piano to create layered sonic landscapes.
