Arla Foods, a farmer-owned global dairy company, invited BLVD Artists photographer, Mikkel Bache, in to help craft its new global visual identity, and capture the images that would help connect people to its brand. He shows its product's place in people’s everyday lives around the world.
In Denmark (where the company was established), fresh milk has to be be in store within 24 hours. This concept was used by Mikkel and the branding agency as a cornerstone in the visual telling. Mikkel was tasked to capture authentic and tender slice-of-life moments from both high and rising markets as they would happen within the time of a single day.
One way to capture these moments is, in Mikkel’s own words, to keep the crew small, he credits, ‘being part of the team, being patient and donating a lot of yourself’ for his success on set.
Mikkel relishes the challenge of finding a brand's story and getting to its roots. This intersection of advertising and corporate work really appeals to him, he's adept at immersing himself in a brand and translating the essence into images. He went in to see the production line, he spent time sitting in with its branding agency; in his words, he got to "know its DNA".
Mikkel was so much a part of the team that he was sent across the world alone, with hiring capabilities on the ground, to shoot and deliver the images of not only consumers but also of all the people that makes the product possible. Arla Foods put trust in him that he can deliver its vision.
See more of Mikkel's work on his BLVD Artists profile.