CASE STUDY

Unveiling Arla Pro. > Brand Launch Event

CLIENTS

Arla Foods Inc.

Arla Pro.

DELIVERABLES

Event Brand System

Event Guide Brochure

eBlast & Web Graphics

PowerPoint Template

Print Signage

Vinyl Banners

Branded Merchandise

SERVICES

Art Direction

Brand Design

Print Design

Digital Design

YEAR

2025

As the lead designer on this project, I was bestowed the opportunity of branding a full-scale launch event for Arla Food’s new subsidiary: Arla Pro., a parent company for their popular cheese brands: TreStelle, Castello, and Puck.

/01 CHALLENGE

Delivering a quality brand introduction for Canadians while working within Arla Pro.’s Denmark-based identity.

The Client, Arla Foods Inc., is of one of the industry leaders in diary manufacturing across the globe. In search of event branding for the official Canadian launch of their new subsidiary, Arla Pro., they required the creation of a sophisticated and luxurious brand atmosphere that still felt approachable for consumers.

/02 ART DIRECTION

Introducing the event attendees to Arla Pro.’s delectable new vibe.

The upscale event graphics are saturated in the Arla Pro. brand identity which features high-contrast imagery and pastel supporting colours. Their logotype, an all-caps, condensed font by the name of Hamilton Light, is used for all heading typography and Futura PT for body copy.

The designs utilize the brand’s photography paired with dark gradients to deepen the focal point and increase legibility for areas with heavy text presence. Glowing gold lines subtly encase the content on each asset.

The event theme “Unveiling Arla Pro. Canada’s Must Attend Culinary Event” encourages invitees to RSVP by marketing the attraction as a can’t miss evening in the Canadian culinary scene.

/03 AN INSIDE LOOK

Creating a cohesive and high-impact brand environment.

To ensure the event was memorable and well received across all mediums, the signage, merchandise, and digital screens all maintained a similar look, with Arla Pro.’s brand identity as the core focus.

Ten intricately planned and decorated tasting tables, for each of the three Arla Pro. sub brand’s, were situated throughout every room. All tables featured specially curated hors d'oeuvres showcasing popular cheeses from each subbrand.

Chef Note cards were available across all tasting tables to educate attendees about the ten unique and cheesy flavour profiles they were enjoying.

Informational easel signage was also placed around the venue to guide attendees through the experience.

ArlaPro-ChefNoteCards+DirectionalSignage

/04 ENTERTAINMENT

An exhilarating evening filled with mouthwatering eats and musical talent.

The evening’s entertainment brought together two legendary Canadian powerhouses: the culinary expertise of Chef Mark McEwan and the rockstar band, Arkells.

Chef McEwan MC’d the entire event and prepared a 4-course meal for attendees to enjoy. He was gifted the signature Arla Pro. branded apron and featured a show stopping live cooking demonstration of his signature dish, the roasted striploin.

Arkells were gifted branded Arla Pro. hats and customized bomber jackets with each of their names embroidered onto the sleeves. The band closed off the evening with a stellar performance and a special VIP meet and greet.

/05 RAFFLE & GIFTS

Sending attendees off with fresh excitement about Arla Pro. as the event came to a close.

At the end of the night, a raffle was drawn for the chance to win a grand prize of an unforgettable all-inclusive trip for two to Denmark.

Each attendee walked away with a branded gift box including a charcuterie utensil set, a product voucher, and a thank you card complete with a contact prompt and QR code.

/06 SALES MATERIALS

Creating bilingual growth opportunities to scale the brand and its products.

A series of 36 print and digital sales sheets, set in both English and French, were designed to be handed out at tradeshows, mailed to consumers, and digitally available for email and download purposes.

Each sheet promotes a stand-alone product or product lineup from the TreStelle, Castello, and Puck families, branded under the newly established Arla Pro. umbrella.