Ruffles

Ruffles are a true original. Defined by their trademark ridges, they’re not your typical potato chip — and they’re stronger, tastier, and more iconic because of it.

In 2022, Ruffles renewed their focus on the ‘Own Your Ridges’ campaign, a mission to inspire fans to unapologetically own what makes them unique. They needed a brand sound that was as one-of-a-kind as their fans, and could tap into the spirit of the things they love, from gaming to music, fashion to basketball.

Inspired by what makes Ruffles unique — their iconic waveform shape — Made Music Studio created a sonic identity that was as bold as its personality, as unconventional as its ridges. We created a sound that echoes the rise and fall of the chip’s waves. Capturing a feeling of momentum and punctuated by a crunch, the Ruffles theme is an optimistic anthem for the underdog.