Love is behind a new brand design overhaul for Häagen-Dazs that delivers a bold, contemporary new aesthetic for the iconic global ice-cream brand. The first new work to appear is a re-design of their core packaging, the biggest packaging overhaul in almost 20 years.
The packaging’s vibrant new look reflects Häagen-Dazs’ new ‘Everyday Made Extraordinary’ positioning, aimed at millennials seeking unique and authentic experiences they can participate in, as well as share online.
Love’s brief was to make the packaging an object of desire, and bring to life all Häagen-Dazs’ extraordinary recipe textures, colours and sensations. As part of the design process, Love invited 13 artists from across the world, each with a distinct style, to create a unique illustrated pattern for each Haagen-Dazs flavour. From 3D illustrators to flat graphic artists and textile designers, each was paired with the flavours that felt most connected to their work.
In total 46 designs were created by renowned artists including, Santtu Mustonen - whose previous commissions include NYC ballet and Converse – and Kustaa Saksi, who’s worked with Marimekko designs.
After tasting the 46 different flavours, the Love team created word clouds and mood boards, which inspired the artists to create bespoke patterns that bring to life the wonder of eating each specific flavour.
In line with the brand redesign, Love has simplified the Häagen-Dazs logo and brand colour to ensure brand equities reflected the new design ethos. The new packaging designs are being rolled out over 101 SKUs, including ice-creams, sorbets and frozen yogurts.
Packaging creative director: Sam Wilkes
Additional credits: Global marketing director (Haagen Dazs): Jennifer Jorgensen