We aimed to enhance our brand identity by introducing fresh, minimal product photography, a sharper tone of voice, and a new functional format for both physical and digital outputs.
Thomas Leung
Client Success Manager
We aimed to enhance our brand identity by introducing fresh, minimal product photography, a sharper tone of voice, and a new functional format for both physical and digital outputs.
Thomas Leung
Client Success Manager
Häagen-Dazs was once the go-to luxury ice cream. But in 2017, while the product itself remained peerless in terms of quality ingredients, the brand’s packaging and wider identity was looking out of touch with modern consumers and the Instagram era.
Häagen-Dazs was once the go-to luxury ice cream. But in 2017, while the product itself remained peerless in terms of quality ingredients, the brand’s packaging and wider identity was looking out of touch with modern consumers and the Instagram era.
Creative сhallenges
Our challenge was simple: get Häagen-Dazs back to its accessible luxury best. We revisited the brand’s roots in 1960s New York and discovered the story of a Polish immigrant turned entrepreneur who dreamed big. Really big.
Obsessed with quality ingredients and inspired by the elegance of Scandinavian design, founder Reuben Mattus had set a course we wanted to follow.It was time to reintroduce the core design principles of simplicity, balance and proportion to the Häagen-Dazs brand identity.
Creative сhallenges
Our challenge was simple: get Häagen-Dazs back to its accessible luxury best. We revisited the brand’s roots in 1960s New York and discovered the story of a Polish immigrant turned entrepreneur who dreamed big. Really big.
Obsessed with quality ingredients and inspired by the elegance of Scandinavian design, founder Reuben Mattus had set a course we wanted to follow.It was time to reintroduce the core design principles of simplicity, balance and proportion to the Häagen-Dazs brand identity.
User experience focus
These bespoke patterns, created by artists including Santtu Mustonen and Kustaa Saksi, became the core feature of all Häagen-Dazs packaging.
In the spirit of Scandinavian restraint, Häagen-Dazs simplified the brand’s iconic logo from a two-colour black and gold mark to an elegant mono burgundy version.
User experience focus
These bespoke patterns, created by artists including Santtu Mustonen and Kustaa Saksi, became the core feature of all Häagen-Dazs packaging.
In the spirit of Scandinavian restraint, Häagen-Dazs simplified the brand’s iconic logo from a two-colour black and gold mark to an elegant mono burgundy version.
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