Water Purifier Captures Not Only 'Water Taste' but Also 'Sound'... Kyowon Wells Applies 'Signatureum'

Reviewing Sound Trademark Application Like Kakao's 'KakaoTalk'
"Adding Auditory Elements Beyond Taste and Sight for Differentiation"

The distinctive ‘sound’ that large home appliance companies or brands used to have has expanded to rental companies. Kyowon Wells has strengthened its identity by differentiating the sound of its water purifier products.

Kyowon Wells' Ice One Ice Water Purifier Photo by Kyowon Wells

According to Kyowon Wells on the 19th, the ice water purifier ‘Ice One,’ released in April, features a so-called ‘signature button sound.’ Instead of the simple ‘ding ding’ sound heard from existing water purifiers, they introduced a sound created by commissioning a sound design company.

The signature sound can be heard when pressing the ‘water dispensing’ and ‘ice dispensing’ buttons. When dispensing water, a clear and pure water sound reminiscent of a well is heard, and when dispensing ice, a cool and lively sound of ice dropping into a glass is produced. A Kyowon Wells official explained, “We started this with the judgment that adding auditory elements, in addition to taste and visual aspects such as water taste and design, which existing water purifiers emphasized as strengths, would be advantageous in strengthening brand differentiation and identity.”

Previously, distinctive sounds were mainly held by large home appliance companies and brands. Samsung Electronics and LG Electronics pay close attention to sound, even having sound design personnel. Kyowon Wells is also considering applying for a sound trademark for the Ice One ice water purifier’s signature sound. Representative examples of sound trademarks include LG Electronics’ ‘I Love You LG’ sound effect, SK Telecom’s ‘ding ding dling ding,’ and Kakao’s ‘KakaoTalk’ sound.

The Ice One, which introduced the signature sound, has seen rapid sales growth. According to sales data collected from April to June, the three months since the product’s launch, sales increased by 159% compared to the second quarter of last year for existing ice water purifiers. The Ice One utilizes Kyowon Wells’ unique dual-tube cooling technology to achieve a compact size of 23 cm in width and 48 cm in height while accommodating a large 1 kg ice room, one of the largest in Korea. It also won the highest grade, the ‘Grand Gold Award,’ at this year’s water taste evaluation for water purifiers. Thanks to the strong sales of Ice One, the proportion of ice water purifiers in Kyowon Wells’ entire water purifier product line has more than doubled, increasing from 8% last year to 19% this year.

A Kyowon Wells official stated, “We plan to enhance auditory elements by adding not only signature sounds but also voice guidance functions to new products to be released in the future, and we will also consider diversifying sounds and expanding the range of applications.”