Brand & Packaging Redesign

Häagen-Dazs

Brand design, Brand strategy, Packaging design

The Challenge

Häagen-Dazs was once the luxury ice cream of choice. And while the ice cream inside remained peerless, the outer brand look and feel was looking old and out of touch with a modern, young consumer.

Our Response

Get Häagen-Dazs back to its accessible luxury best. We revisited the brand's roots and discovered a rich story of a USA emigré turned entrepreneur who dreamed big. Obsessed with quality ingredients and inspired by the old world elegance of Scandinavian design, the brand's founder set a course we wanted to follow - reintroducing scandi design principles of simplicity, elegance, balance and proportion to update their packaging.

We commissioned artists from around the world to represent the flavour experience of each product. Over 50 were taste-tested (someone had to do it!), developed, art directed and drawn.

Flavour through pattern

To create an ice cream like no other we had to create a pack like no other. We collaborated with artists across the globe and commissioned over 50 pieces of bespoke art which would represent each wonderful flavour.

 

Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign

Brand Identity

In the spirit of Scandinavian simplicity and improved brand recognition, we simplified the iconic logo from a two colour black and gold version to an elegant mono burgundy colour.

 

Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign

Range extension and roll out

The packaging rebrand includes ice cream pints and mini cups, stickbars, crispy sandwiches, frozen yogurts and sorbets.

 

Brand & Packaging Redesign
Brand & Packaging Redesign
Brand & Packaging Redesign