THE REBRANDING OF SABIAN

Sabain is the #2 cymbal manufacturer in the world. Its market share was eroding by a combination of new market entrants and established brands.

Sabian has always been respected by drummers all over the world. However, its brand was becoming  stale.

We discoverd that drummers are a bit unhinged and that they are all searching for their own sound.

The brand needed to pivot. It needed to be about the DRUMMER.

Unique and not bound to the rules of the other cymbal makers. 

While all competitors talk about their cymbals, the rebranding of Sabian speaks directly to how drummers see themselves – raw, highly individualistic artists. 

Enter the new logo

 Now, Sabian drummers are the ones who remain UNBOUND, creating their own sound, not someone else’s.

Trade Show

Before

After

Web and Social Media

Ads