BRAND STRATEGY // PACKAGING DESIGN // MARKETING COLLATERAL

Localizing a Global Dairy Giant

A strategic packaging and campaign adaptation for Arla Foods' Dano Milk to build a deeper connection with the Nigerian, Senegalese, and Cameroonian market.

CLIENT

Arla Foods (Dano Milk)

INDUSTRY

FMCG / Dairy

CAPABILITIES

Brand Strategy, Packaging Design, Marketing Collateral

The Challenge

This project was a masterclass in FMCG packaging design for a global leader. Arla Foods, one of the world's largest dairy companies, needed to reposition its Dano Milk products to resonate more deeply with consumers across key West African markets, specifically Nigeria and Cameroon. The existing packaging, with its Scandinavian roots, lacked an authentic local connection. The challenge was to execute a large-scale, multi-country localization campaign, replacing generic imagery with local faces and, within Nigeria, adapting the brand's message for the distinct cultural nuances of the Yoruba, Hausa, and Igbo regions.

https://grumpydzynrz.com/wp-content/uploads/2025/09/arla-foods-dano-cool-cow-bus-wrap-advert-1.png

https://grumpydzynrz.com/wp-content/uploads/2025/09/arla-foods-dano-cool-cow-busstop-advert.png

https://grumpydzynrz.com/wp-content/uploads/2025/09/arla-foods-dano-cool-cow-pillow-pack-mockup-on-muave-background.png

https://grumpydzynrz.com/wp-content/uploads/2025/08/arla-foods-dano-quotidien-mockup-on-a-shelf-in-a-store.png

/ A System of Cultural Nuance and Brand Consistency.

Strategic FMCG Packaging Design.

This was more than a design task; it was an exercise in multi-market cultural translation. Working within Arla’s strict global brand guidelines, we developed a system for adapting all packaging and campaign collateral for the Dano Cool Cow and Dano Lite products across both Nigeria and Cameroon. For large-format media in the Nigerian market, we implemented regionally-specific adaptations to ensure deep cultural resonance:

- West (Yoruba): Vibrant and energetic visuals.
- North (Hausa): Modest and family-focused imagery.
- East (Igbo): Aspirational and success-driven tones.

This meticulous, process-driven workflow was essential to deliver a high volume of assets on a tight, 3-month campaign schedule.

The Outcome

A Brand That Looks and Feels Like Home.

We successfully rolled out a complete suite of localized assets across both Nigeria and Cameroon, from the milk cartons on the shelf to the vehicle wraps on the street. The final work created a powerful sense of local pride and ownership, allowing Arla's Dano Milk to connect with consumers on a more authentic and personal level. The project stands as a testament to our studio's ability to manage complex, multi-market campaigns while maintaining impeccable brand consistency.