Haagen-Dazs: advert-body-2 by LOVE

Love has revealed their new packaging design for ‘Flowers by Häagen-Dazs’, a limited edition collection to be launched globally in Spring 2017. The creative agency collaborated with designer Kitty McCall on a series of colourful patterns to reflect two new flavours of the iconic ice-cream: Elderflower & Blackcurrant and Rose, Raspberry & Lychee.

McCall, who has her own brand of textile home-ware, was chosen because her work is bright and bold with a focus on floral and botanical imagery.

The patterns lead with a floral flavour element, with other ingredient cues visible on the front of pack. The lid features Kitty McCall's signature as a mark of craft and the lid colours match the different flavour variants. The latter acts to separate the limited range from the core range so customers can navigate the shelf with ease. Monochrome branding adds a degree of modernity and stand out to the packs.