Arla Köket Packaging design system
| Fact |
Value |
| Contact |
Stockholm |
| Client |
Arla Foods AB
Arla Köket |
| Project |
Packaging design system |
| Industry |
Consumer Goods |
| Timeline |
Oct 04 - Ongoing |
| Services |
Brand Architecture
Brand Identity
Brand Guidelines
|
| Team size |
10 The Brand Union
4 Client |
The dairy market was changing. Mounting competition from both private labels and international players forced Arla, the largest dairy company in the Nordic region, to develop a focused Nordic brand and design strategy. In 2002 the Arla masterbrand was implemented, and Arla Köket became the sub-brand to carry the majority of Arla's cooking products
Internally, it's a breakthrough for Arla
Katarina Molin, Product Manager
Having worked with the Arla masterbrand, Arla asked us to support them in creating a unified range of cooking products under one brand, comprising of nine product groups previously managed under separate identities. The brand should work nationally as well as regionally and internationally.
A new name
Moving from a broad range of names and brands, all cooking products were to be managed under the same name – Arla Köket (Arla Kitchen) – which for the first time made a clear link back to the masterbrand.
A new brand
In line with the masterbrand strategy, Arla Köket was developed as a strong sub-brand, enabling differentiation and a much stronger presence in the category.
A new position
Arla Köket was defined to create joyful moments with family and friends, and to support the idea that everyone can cook. The role of Arla Köket is not only to provide high-quality cooking products, but also to bring a high dose of inspiration to the meal planning and cooking, whether a simple everyday meal or a big celebration.
A new design system
A logotype and a visual toolbox was developed. This toolbox efficiently manages a growing number of product groups in multiple flavours and formats. It is also successfully used not only on packaging but also in print and on the highly interactive and inspirational website.
Logotype
The Arla Köket logotype is based on Arla masterbrand, and communicates the playfulness and feeling of ease that the brand represents.
Colour palette
A colour palette was developed that would enable flexibility across products and markets. In addition to taking the current assortment into account, it needed to be able to stretch into completely new products and product groups that didn’t yet exist.
Typography
The clean typography makes identification of different products easy and harmonizes well with all the other elements.
Pattern
An important element of the Arla Köket design system is the swirling pattering visible on all packaging. It creates a feeling of creaminess and helps emphasize the good taste.
Icons
The toolbox of icons help navigate between the products, as well as provide inspiration to how the products can be used.
Photography
As photography is an important trigger of inspiration and a strong differentiating factor in the category, a distinct photographic language was developed.
Arla Köket is today the strongest cooking brand in the Nordic region.
