IGA were looking for consistency in their branding. As a franchise each store is quite different, so they wanted a way to reinforce their identity as a whole – warm & organic. The challenge was there were a variety of emotions across their adverting – some more emotional, some more retail and some storytelling. We presented the idea of creating a branding suite of music and mnemonics; three different emotions / tempos and styles that could suit different creative across the year. The key was strong MELODY that could be defined across the different styles of music, whether piano, guitar, vocals etc. We created three unique tracks that are threaded by a common melody and a series of mnemonics.