Minuendo

Minuendo is a start-up company based in Oslo, Norway, that has developed an innovative hearing protection product. Minuendo was founded in 2018 with the aim of developing pioneering products that protect the sense of hearing, but without compromising on sound quality. Hearing damage will be one of the largest global health issues going forward. By 2050, an estimated 900 million people will suffer from disabling hearing loss due to noise exposure. Yet, most earplugs available on the market today are uncomfortable Hard to use and many do not even provide the necessary protection. Against this background, Minuendo combines advanced technology and sleek design to create individually adjustable, lossless hearing protection. The brand is targeted in particular at professional musicians and music lovers who place great value on natural sound quality. The “no loss” or “lossless” property is consequently highlighted as a unique selling proposition in communication and in combination with other features, such as “lossless earplugs”, “Every detail. No loss.” and “Full protection. No loss.”. These messages are incorporated into images showing emotional concert situations in which the volume can be literally felt. The advertisements and commercials directly address musicians in order to draw their attention to the dangers of being exposed to excessive volume and to offer a solution to the problem at the same time. The logo mark consists of the Minuendo lettering and an M logo. It begins with a single point and then extends into a straight line reminiscent of a sound waveform. Pictograms are used to communicate the special product features in an easy-to-understand manner. The packaging of the earplugs, a cube made of cardboard, opens from above like a jewellery box and presents the elegantly designed products against a black background. Using these methods, Minuendo succeeds in visualising and conveying its brand promise and unique selling proposition in the best possible way and specifically tailored to the target group and at the same time in lending the brand high credibility.