Building a brand that speaks to chefs 

Arla Pro is more than just a foodservice brand—it’s a trusted partner for chefs and food professionals worldwide.  

When Arla set out to redefine its global B2B brand, it needed a strategy and identity that would not only stand out but also truly resonate with its diverse audiences across different markets, from Michelin-starred chefs to high-volume catering kitchens. 

To archieve this, Arla partnered up with Kuudes with a clear mission – to understand the real needs of food industry professionals, create a powerful and scalable brand identity, and ensure consistency across global markets. 

From insight to strategy 

The process started with a research phase—engaging with chefs and kitchen professionals across multiple international markets. The aim was to uncover what drives them—their challenges, motivations, and ambitions—so Kuudes could build a brand that speaks their language. 

From these insights, Kuudes crafted a tailored brand strategy, ensuring Arla Pro’s positioning would be both globally scalable and locally relevant. The end result was a strong, unified brand identity that seamlessly connects Arla’s foodservice operations worldwide while offering a clear and compelling brand promise to its customers. 

Image Concept 

At the heart of Arla Pro’s visual identity is an image concept that provides an authentic, behind-the-scenes look into professional kitchens. 

Shot in collaboration with top industry professionals, the brand photography captures the artistry, intensity, and passion of chefs at work. Carefully selected restaurants in Finland and key international markets served as the backdrop, reinforcing Arla Pro’s role as a trusted, inspiring, and high-quality partner for culinary experts worldwide. 

Bold identity for every kitchen 

True innovation in foodservice happens when brands and chefs work together, sharing knowledge. This philosophy is reflected throughout the strategy, from the bold and highly functional brand identity to the dynamic and user-friendly brand guideline that supports it. 

Arla Pro’s visual identity was designed to be flexible enough to engage a wide range of stakeholders, from top-tier restaurant chefs to large-scale institutional kitchens. To make implementation effortless, Kuudes built a digital brand library, ensuring that every market and team has access to the right assets—whenever and wherever they need them. 

By putting chefs and food professionals at the center of its story, Arla Pro is now more than just a supplier—it’s a true partner in the kitchen. 

From vision to global success 

Arla Pro made its debut in the United Kingdom with an ambitious vision: to build a brand-new foodservice business valued at over £100 million. Fueled by the brand strategy, a clear mission, and strong market positioning, the launch exceeded expectations. Since then, Arla Pro has rapidly expanded, establishing its presence in more than ten countries across Europe, the Middle East, and Asia, proving itself as a trusted global partner for culinary professionals.