Arla
Building a global brand to Feed Life™ across every market.
Design Strategy / Brand System / Brand Identity / Corporate Identity / Packaging
- €13,8BNTurnover makes Arla one of the world’s largest dairy companies.
- +6%Revenue growth b/w 2024-2025 in the highly saturated dairy category
- +11%Volume-driven revenue growth in the EUU during H1 2024 and +4.1% globally
Since 2007, we have worked closely with Arla to evolve its product portfolio and help shape a clear ambition: to drive progress across the dairy category, improve life for people and the planet, and build Arla into a loved household brand across the globe.
With the introduction of Arla’s new global positioning, Feed Life™, the brand needed a more unified expression - one that could work consistently across markets, categories, and channels. We helped build a new global brand identity and brand system, spanning everything from consumer-facing touchpoints to the corporate brand. Today, the Arla brand acts as a genuine competitive advantage across more than 30 markets.
What we did
Brand system – With the logo as a foundation and starting point we developed a brand system of cohesive brand assets, coming to life cross channels, sub-brands and markets - without loosing the flexibility to be creative and sharp in every execution.
The cloud is a distinct graphical format that unifies Arla’s wide range of products and global and local sub-brands. The cloud help bring associations to natural freshness and a sense of progressive optimism, while building a effective memory link between pack and other channels.
We evolved Arla’s custom font Arla Life to visually connect the the logo and cloud, and act as a distinct brand asset and voice in communication. It’s bold and confident, yet humble and optimistic. And most importantly - unmistakably Arla.
The colour palette mirrors the recognisable balance of the Arla logo, creating an expression that feels both grounded in nature and energised by progressive optimism. The colour world also extends off-pack, helping reinforce memory links between packaging and other channels.
Corporate Identity - As a natural extension of the consumer brand expression, we helped Arla expand its toolbox to meet both the functional and emotional needs of the corporate brand. The identity was brought to life across corporate communications, events, and employer branding, as well as the farmers’ magazine, social media, and the annual report.
Guidelines and playbooks - To support a successful global launch and long-term implementation, we packaged the full brand system into clear yet inspiring brand guidelines, supported by playbooks covering specific areas such as digital channels and social media, on a global scale.
Brand management - We continuously support the organisation as strategic advisors and brand guardians, ensuring the brand is implemented cohesively across all channels and markets.
Packaging - As Arla’s main packaging design partner, we continuously evolve and create strong packaging concepts and design systems for its wide range of natural dairy products, globally and locally.
Production - We safeguard design quality all the way to final artwork and production, including line extensions and format adaptations. A brand is never stronger than its latest production.
Collaborative partners
Droga 5
Accenture Song
The Barn
