July 14, 2018

Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"

Digital Arts: The designers behind the ice-cream brand’s major refresh tell us how they commissioned ten international artists to create patterns visualizing each Häagen-Dazs flavor.


Premium ice-cream brand Häagen-Dazs, known for its pint tub and provocative advertising during the 90s, has undergone a major brand refresh involving London design agency Love, ad agency Saatchi & Saatchi, ten international artists and illustrators and Bompas & Parr - who put on a mega launch in the UK. However gone are the glittery days of the 90s, Häagen-Dazs says it wants to build a deep brand recognition with a new crowd - millennials - and it understands the way to capture the hearts and minds of young people is to deliver an authentic story, an immersive experience, and of course, beautiful, Instagram worthy ice-cream. The brand wants to move from a "grocery brand to lifestyle brand."

To do this, a new brand identity has been created, with new packaging designs and new ice cream flavors. Alongside Häagen-Dazs ice cream, now available on sticks and in small pots, (products launched for social media snapping) each flavor of ice cream has a designated artist who redesigned its packaging and associated visuals. Dave says the new packaging replaces detail with a Scandinavian-inspired simplicity.


The final illustrations are not only used on packaging but everywhere possible within the new campaign, including online, as wallpaper – it even covered pillows at the event. 


Love chose a mix of international painters, 3D illustrators, graphic illustrators, textile designers, and artists from countries such as Japan, the UK, and US to illustrate and capture the taste of flavors, such as the new strawberry cheesecake. Artists were chosen for their tendency toward patterns and bright, clean and bold colors that would stand out on people's feeds and on the shelf. Names include Cassie Byrnes, Kustaa Saksi, Santtu Mustonen, Ashley Goldberg, Moniquilla, Anna Alanko, Sam Coldy, Marina Esmeraldo and Antti Kalevi.

UK-based Sanderson Bob Studio created bespoke branding, typography, and imagery for designs from Mango & Raspberry, Chocolate Salted Caramel and Macadamia Nut Brittle. (Read more on Digital Arts)

Categories: News





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