Fishka

Fishka is the largest coalition-based loyalty program in Ukraine. It brings businesses and shoppers together in a system where everyone benefits: when companies offer great service and meaningful rewards, people come back more often — and everyone wins.

Emotionally, Fishka is the feeling of something “pleasant — and mutual.” A small bonus that makes everyday purchases warmer. A quiet sign of appreciation.

Sound concept

As the brand has refreshed its visual identity, the team naturally wanted to reinforce it with a sound of its own — warm, human, and instantly recognizable.

Before starting, we researched the market and discovered that most loyalty programs rely on the same sonic palette: corporate ambient, funk, lo-fi, and indie pop. Pleasant, yes — but nearly identical.

So we quickly realized that Fishka needed a different sonic language. One that doesn’t shout or interrupt. One that doesn’t feel like advertising. Instead, we shaped a gentle, calm, and relaxed sound that conveys sincerity, trust, and humanity.

The emotional core — “pleasant — and mutual” — became the guiding principle for the brand’s new sound.

We decided that the heart of Fishka’s audio DNA would be warm, minimalist electronic music — built around soft, characterful synths and tactile elements like an almost ASMR-like percussion that “feels audible to the touch.”

This naturally echoed the updated identity, with its plasticine-like texture, and reflected the brand’s core idea of interaction: when one element moves, another responds.

We also incorporated compositional techniques that literally express mutual benefit: call-and-response between instruments, two melodies moving toward each other, and layered harmonization that resolves into unity.

Challenge

As in many of our projects (including our recent Prom.ua case), we faced two key challenges.

The first challenge was a very wide audience.

Fishka serves a diverse and extensive user base, so creating a single sound that feels intuitive and enjoyable for all of them was no small task.

We developed several versions of the audio DNA and tested them with real users.

Their feedback helped us find the right balance of warmth, modernity, trust, and lightness — the version that resonated most broadly.

The second challenge was ultra-short sound formats.

Our main task was to build a sound identity for the Fishka app, which meant designing extremely short sounds.

In less than a second, each sound had to communicate the brand’s essence, recognizability, and emotional tone — without sounding anything like Apple Pay or Google Pay. 😉

We adapted the audio DNA to every required format: from micro-notifications to the signature “cash register” sound.

All variations share the same character and recognizable melodic core.

Result

For Fishka, we created:

• a complete audio DNA — warm, modern, and expressive;
• a “cash register” sound for POS terminals;
• UX and notifications’ sounds for the app.

You can listen to it all in the playlist below!