A family feel to Arla’s Milk and Cream range

Arla are well known globally for their extensive range of UHT (long life) milk and whipping cream products. With significant differences of visual look between regions, Arla were keen to create a cohesive family feel for the range.

pi worked with the clear disciplines of the Arla branding system and core ‘closer to nature’ brand positioning to strengthen the visual identity harnessing the graphic pattern of buttercups, a key visual equity of the Arla logo — and to give much more clarity to the product communication. … Continue Reading

New lifestyle proposition for Arla Cultura

Arla Cultura® is a leading Scandinavian brand offering a range of probiotic yoghurts, drinks and shots targeted at improving stomach health. Whilst the marketplace is very competitive, it was felt that Arla Cultura® had great potential for growth.

Historically, the brand had been slightly medically perceived in Sweden and a well loved premium positioned brand in Denmark. The opportunity identified was to grow the brand via a more lifestyle based proposition that Arla Cultura® could own within the stomach health segment. … Continue Reading

A road map approach to harmonize brand design

The Arla Kærgården® brand is the popular spreadable butter of choice in Denmark. In 2006, it was launched into Germany where the blend market was non-existent and the majority of spreads were margarine creating a differing competitive challenge. Arla Kærgården is now taking market share from both segments; butter and spread.

pi’s brief was to create one harmonized Pan European design, framework and architecture for Arla Kærgården® – this representing the completion of a road map process that came from a vision determined in 2008, validated through consumer testing. … Continue Reading

A redesign for Arla’s Yoggi range

The Arla Yoggi brand is market leader in the Nordic fruit yoghurt market. In an increasingly competitive category, Arla determined to both reposition and redesign the brand to strengthen their leadership position.

One of the key objectives of the design brief was to allow Arla Yoggi to break out of the generic fruit yoghurt category codes and emerge with a highly differentiated visual identity that would have the flexibility and potential to work across the entire Arla Yoggi portfolio. Core brand values of enjoyment, creativity and health were important to reflect in this work as well as the natural aspect at the heart of the overall Arla positioning. … Continue Reading

New brand extension for Arla Yoggi®

Arla Yoggi® is a long established, popular yoghurt brand in the Nordic markets. It was recognized that there was an opportunity to stretch the brand by launching a new convenient and tasty yoghurt for ‘on the go’ that combines the goodness of yoghurt and fruit. … Continue Reading