In this chapter, we present a sound design study for a commercial brand (Toyota Motor Europe) based on our expertise and theoretical knowledge underlying auditory display design, (auditory) icon perception, usability of interactive systems and tools and methods for conceptual design (e.g. poetry and metaphors). As a result, we show that given a certain brand identity it is possible to design sounds that enable users to take proper behavioral actions. This chapter aims to introduce a conceptual design methodology using poetry as input for auditory display design that incorporates brand, hedonic and ergonomic qualities. With this new method, companies can create functional but pleasant sounds that also carry brand values@en