Arla & Sonic Minds
Arla discovered a need to have an audio branding element as a consistent element that will work across all Arla brand audio and visual assets.
They wanted to have an audio logo originating from a musical expression that intuitively reflects their brand essence.
Audio Logo and Brand Music
In creating the sound and music DNA, we took inspiration from the breadth and richness of the Nordic landscape and the life and culture it has made possible for its inhabitants.
The Arla Audio Logo and Music DNA originate from the old Nordic music style called Kulning. The traditional singing style was used to call down sheep, goats, and cows from high mountain pastures where they have been grazing. The Swedish term “kulning” (pronounced “coolning”) is a contraction of the words “kuh” (cow) and “lock” (to call or coax).
Kulning is powerful and beautiful, considered by musicologists to be the essential sound of the Nordic folk music tradition.
Listen to the rest of Arla’s audio brand case here