Arla

The Arla masterbrand refresh was a big part of my year and a half as global creative director on the business. We needed to revamp and evolve the brand without completely starting from scratch. That meant sharpening the strategy and personality, making the brand feel more contemporary and human, embracing authentic imperfections, taking a more humble position, and never overstating our role. With all of this, we infused a playful sense of optimism — one that wouldn’t make people roll their eyes or trigger gag reflexes. It all culminated in the launch of a new Arla brand platform: Feed Life. It’s a simple idea. In a world where food increasingly comes from factories, not farms, where added sugar and added salt are the norm, Arla helps you make good food choices, so every day is a little bit better.