Arla Koket: sub-brand story by The Brand Union

19 November 2008 | By Popsop Team

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 Koket became the sub-brand to carry the majority of Arla’s cooking products.

Having worked with the Arla masterbrand, Arla asked The Brand Union 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 Koket (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 Koket was developed as a strong sub-brand, enabling differentiation and a much stronger presence in the category.

A new position

Arla Koket was defined to create joyful moments with family and friends, and to support the idea that everyone can cook. The role of Arla Koket 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 Koket 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 Koket 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.

Popsop.com
Tags: dairy, The Brand Union