When was the last time we experienced pin-drop silence? As long as we are alive, we are constantly hearing sounds. Whether it is the early morning alarm on our smartphones or the chirping of birds, the hum of air-conditioners and kitchen appliances, the sound of vehicles on the road while commuting, people talking, or even the sound of our breathing – we are constantly tuning in and out of an intricate soundscape. At its core, the sound is a tool to understand our surroundings better, adding to our experience of this world. It is not just used to communicate with other people but also in unique ways to enhance product interaction experiences or create a unique tonality for brand recognition. It is a powerful tool to draw users’ attention and give concrete feedback when needed.

Nature Inspired Design

Allow User to be One with Nature

Over millennia, humans have developed complex neural systems that allow us to focus on specific stimuli and interpret them as useful information. Like many other animals, we are programmed to react to various auditory cues that help us better understand our environment and accomplish our goals. We seek inspiration from nature to design our sound system, which breathes life into our TCL multi-category products. With this signature sound design, we aim to amplify our visual aesthetics design and create an identity that can be recognized even before seeing the logo.

1) TCL 4 Seasons Key Visual & Brand Jingle

The post-pandemic new normal has made people embrace nature to heal their hearts and souls and escape their stressful daily lives. This helped determine the theme of the TCL Nature Inspired Sound System design story. Based on TCL HORIZON Design Language and the famous and mystical Shangri-La from the novel ‘Lost Horizon’ by James Hilton, we designed a Meta-Portal to magically transfer our users into a utopian nature experience.

We created a brand jingle melody that uses C major, generally associated with childlike innocence, naivety, and happiness, for a positive and uplifting mood creation. The combination of acoustic electronic instruments complements the emotional atmosphere, providing it with stability, ingenuity, technology, and life, which is futuristic yet grounded in reality. The notes of the brand jingle melody are hidden in the key visuals like Easter eggs, represented as pebbles scattered on a lake.

2) TCL Multi-category Products Turn-On, Turn-Off Sound

Same Melody, Different Feeling

Based on the attributes of different multi-category TCL products, we chose different musical instruments to play the same melody of the TCL Brand Jingle Sound to notify the devices being turned on or off.

• The Smart Door Lock uses a light and a bright ringtone as its switch sound, which is simple and inviting. It’s implemented in the X10, C10 & P10 smart door locks.

• The Smart TV uses a pad sound made by an electronic synthesizer to convey intelligence with a hint of mystery.

• The Smart Washing Machine uses a light ringtone to announce the completion of the laundry cycle.

• The Smart Air Conditioner uses a flute sound like a bird singing in the refreshing breeze of fresh wind blowing in a forest.

3) TCL Multi-Category Product Experience

We take inspiration from the Water Eco-cycle in nature and other elements of nature to design the sound experience of our multi-category products to create a feeling of serenity for our users.

Everyone wants their home to be a sanctuary where they can relax and feel comfortable, an escape from the hustle and bustle of daily life. We infuse tranquility and peace of nature into TCL products through the TCL Nature Inspired Sound System design. When users turn their products on, TCL is there to comfort them.

TCL Nature Inspired Sound System Design won the 2022 Red Dot Design Award in the Brand & Communication Design Category.

TCL Nature Inspired Sound System Design won the 2023 iF Design Award, Communication Design Category.