Relaunching a Swedish icon
As category leader in Sweden, Arla’s Kelda brand continues to delight its consumers with the quality and range of its soups, sauces and creams. The creation of a new brand positioning meant it was essential to ensure this was reflected via cohesive visual expression through all brand communications. pi created a unique and ownable contemporary look and feel for the brand that would resonate with its Nordic audience looking for food inspiration. The brand positioning of ‘taste adventure’ gave license to hero the taste appeal of the products through fabulous foodie imagery and vibrant execution that celebrates the brand’s core values. It creates a stylish appeal that strongly differentiates the brand in this market. Holistically applied throughout the marketing mix, it allows plenty of scope for future brand stretch and exciting potential for the future.