La Ligna started in 1984 as a small women’s clothing store, and has since then grown into a large company with fifty different stores throughout the Netherlands.  The company has its own designers and releases their clothes on it’s own La Ligna label.


In 2012 La Ligna repositioned it’s brand and focused on a younger audience. Following their repositioning La Ligna was looking for a new sound in their stores.  The goal was to create an environment where customers could relax and feel at ease, giving the store a younger and more modern feel, and embracing it’s new brand values.


BLCKBRD began with an inspirational workshop where La Ligna was educated in the possibilities of sound branding. After the workshop an audit has been held in which the use of music of La ligna was inventoried.

Then a sound identity was created following the new brand values and the archetype of La Ligna. A new sound logo was produced and a playlist was created that fitted the archetype and the values of La Ligna.

The playlist was implemented in La Ligna Maastricht. This store was functioning as a teststore. Extensive research has been held on the effect of the new music. The findings can be read here (in Dutch). La Ligna decided to implement the same strategy to more stores. The new La Ligna sound will also be an intergral part of the marketing communication strategy, where sound will be applied to various customer touchpoints.