🔊 Turn It Up: Behind SOUNDBOKS' Loud Rebrand

Inside the rebellious rebrand of a speaker brand that refuses to turn down.

Jun 12, 2025

Welcome to On-brand by Brandfetch—the weekly scoop on the most intriguing rebrands, brand evolutions, and fresh identities shaping your favorite products.

🔊 From Campsite to Category-Defier

What do you get when a festival-born speaker company decides to stop chasing competitors and start chasing chaos?

A rebrand loud enough to shake the category.

We spoke with Alastair Oloo, Creative Director at SOUNDBOKS, about their recent rebrand—a rebellious refresh that ditches the safe path for one that’s way more fun, fierce, and full of Ecstasy Red.

SOUNDBOKS started with a beer-soaked prototype at Denmark’s Roskilde festival. What began as a “let’s just build a speaker that survives the party” mission turned into a brand with global community, YC backing, and 40-hour battery life.

The product didn’t whisper. Neither would the brand.

🐣 Why Rebrand?

They looked around—and realized they were blending in. Legacy players like JBL and Marshall were leveling up their branding game, while SOUNDBOKS had been too deep in performance marketing trenches.

So, they rebelled.

Out went the orange. In came bold colors, sharper art direction, a Shopify shift, rewritten copy, and a visual identity that pulses with motion.

“We chose evolution over reinvention. Loud evolution.”

🤘🏽 Loud, Punk, and Proudly in-house

What started with an agency ended in a sprint. Literally.

After parting ways with their first creative partner, SOUNDBOKS rebuilt the rebrand internally—under pressure, through Christmas, and with a new CD just settling in.

“It was intense. But when we launched, I’ve never seen so much love for a rebrand.”

Pass this on to the loudest designer you know. 🔊

That italic angle on the logo? Slightly steeper. Why not a total overhaul?

Because loyalty matters. In their home turf (hi Denmark 👋), the brand’s already iconic. A full redesign would risk alienating the community that helped build it.

Instead, they expanded the system—wordmark, “SB,” and a new basemark pattern—all stitched together with dynamic visuals.

🪩 Party-First Personality

They ditched the overly broad lifestyle positioning (surfing? snowboarding?) for a tight focus on music, festivals, and community. The new tone? Fun, youthful, and unapologetically loud.

SOUNDBOKS isn't trying to be a tech brand. They're chasing streetwear-level energy—pulling inspo from Nike, Carhartt, and Palace more than from their own category. The result? A speaker brand that feels like a movement.