Arla – Feed Life™
The Challenge
In 2019, we created Arla’s very first audio logo – a process you can learn all about here.
In 2025, Arla underwent a rebrand that required a new sound world to match with their renewed aesthetics.
This would require us to keep elements of the initial established sonic brand, and bring it in line with their new vision for Arla. We had to reevaluate our understanding of the client and their aims for the project so that key themes we had established in our first iteration were still present with their new brand direction.
The Solution
Audio Logo
From cool to warm
The previous audio logo took inspiration from the Nordic singing tradition ‘Kulning’, used by herders to call out on their grazing cattle.
The original audio logo had a sense of airy ‘freshness’ to it, resembling an ice cold glass of Arla milk, matching their visual brand at the time.
With a rebrand to a more vivid and captivating aesthetic; the new audio logo had to reflect this, whilst staying true to the core sonic principles already established.
Hear the full audio logo:
The logo combines:
A melody that is easy to sing and remember.
A cinematic ‘impact’ combined with an acoustic bass, grounding the sound.
Airy layers of male and female vocals.
Harmony in the key E♭ Major, an optimistic and natural sound.
These elements combined create a unique blend of the key Arla attributes, translated into sound.
Brand Track – ‘Growing Goodness’
As with all brand tracks, we wanted to transfer the sonic palette from the refreshed audio logo into a longer form composition. Keeping key themes, instruments and timbres allows for a more cohesive and effective sonic brand.
‘Growing Goodness’ was created to inspire and strengthen brand pride. It’s structured with distinct sections, allowing flexibility in its application. This is further supported by various length iterations of the full track, meaning every format it is applied to feels natural and cohesive.
The music begins with warm acoustic guitars and gentle humming, evoking a comforting and familiar atmosphere. It builds into an upbeat, engaging groove, featuring whistling and vocals that blend nostalgia with fresh energy. Instruments evolve throughout the track; this versatility ensures the music can adapt to various media while reinforcing Arla’s established brand.
Verifying Success
Our partnership with Arla didn’t end there. Our decades of experience within the sonic branding industry allows us to gauge what works and what doesn’t. However, some clients want to go the extra step and verify their views through testing.
We believe if you have the capacity for this service, it can give you a product that is truly unmatched. Audio testing is the only way to have complete confidence in your sonic identity. It can also give you insights beyond the world of sound, providing a deeper understanding of your brand in multiple dimensions.
We set out with three goals for our testing, assessing recall, attributes (brand fit) and likeability. The test would be performed during the creative process on several variations of an Arla audio logo. Working with trusted partners we performed sonic testing, resulting in a best-fit sound across all categories. This aligned with Arla’s vision for their sonic identity, giving us the audio logo we know today.
Final Thoughts
Our ongoing collaboration with Arla is a special one. In 2019 we made something reflective of their Nordic roots and previous branding aesthetics. In 2025, we built upon those foundations to make something truly unique that aligned with a new brand vision.
Sonic branding is about understanding a client so that the sound you make is accurately reflective of their brand DNA. The addition of testing within this project gave the rare opportunity to verify our work within the consumer base, providing brand insights, both within and beyond the world of sound.
We’d like to thank the team at Arla for trusting us again when it came to refreshing their sonic identity for a new direction within their brand.
”Sonic Minds were our partner in creating an audio identity for the Arla Brand. Sonic Minds are sound specialists, and for this medium of marketing, we felt that expertise was essential. They understood our vision and came to an understanding of the deep roots of our brand and company very fast. This was translated into different streams of sound, with one emerging very fast as both distinctive and aligned to our brand heritage and vision. After extensive testing across Europe, we ended up with an innovative audio identity that can become uniquely Arla. We have been very proud to see this roll out across Europe in such a quick time because of the belief our markets had in the process and the work.”
Katie Reed, Vice President Arla Brand Europe
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