The entire implementation task was solved in just five months. This was only made possible through Arla Foods' appointment of a small internal group to run the project and because Kunde & Co, on Arla's behalf, could solve the task as an integrated agency. This means everyone, regardless of job function, works in one direction and has easy access to information-sharing, creative ideas, graphic elements and texts.

Parallel development of elements
Using one agency for strategy and implementation provided a faster time-to-market than what is usually expected in this type of project. For example, the web project ran parallel to the approval process of the concept 'Closer to Nature™', the development of the new corporate visual identity, as well as the photography and film projects.

The advantages of working with one agency, where everyone works towards a shared goal are, not surprisingly, a series of synergy effects - benefitting the client in ways such as consistent marketing and savings.

Website
In November 2008, a new version of www.arla.com was launched. In design and concept, the site communicates Arla Foods' brand position. This is partly achieved through a series of spectacular and informative films about the dairy products' journey from cow to table, and how it is driven by Arla Foods' passion for natural and wholesome products. The website has since been translated into 12 languages.

Concept brochure
Arla Foods is proud of its values and goals, its products and brands - and the way these are produced. This pride is reflected in the 'Closer to Nature™' profile brochure in an aesthetic and convincing way.

Concept film
Arla Foods new Corporate Concept 'Closer to Nature™' is a promise as much as a concept. It promises customers and clients two things: to provide natural and wholesome products, and to act responsibly in relation to nature, production and distribution, and society in general. This pledge is communicated in a three-minute concept film that has helped to introduce the new concept externally.

Campaign film
Arla Lærkevang is fresh Danish milk from cows that graze during summer and are fed a grass-mix feed during winter. This means the milk complies with consumer demands for fresh, authentic foods, and also that the milk contains more favourable fatty acids. The freshness and naturalness is the pivotal point in 45 second campaign film that has aired on TV and can also be found on Arla Foods' website.

Print ads
Internally at Arla Foods' organisation, the new brand position had to be communicated and implemented. To kick-start the internal process, a series of posters were placed in receptions areas and canteens, displaying different 'natural' pictures that employ the same visual universe as the concept brochure and the concept film.

Corporate visual identity
In collaboration with Arla Foods' project group, Kunde & Co has developed a total identity program for Arla Foods, including a new corporate logo. The logo is an evolution of the existing logo, which has been given a more natural look and feel. The identity program also contains web and packaging design guidelines, including colours and typography. The design manual is online, giving employees and partners everywhere easy access to the graphic elements and guidelines.