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.
Sam Wilkes, Packaging Creative Director at LOVE, says: “The packaging re-design was inspired by the brand’s founder who had a love for Scandi sophistication. So we drove design simplicity, white space and impactful colour to the fore, commissioning artists from around the world to express the extraordinary flavour experience of every variant. Each response was applied to pack resulting in something bold, modern and Instagram ready.”
Jennifer Jorgensen, Global Marketing Director for Häagen-Dazs, added: “LOVE has been a brilliant creative partner on our packaging redesign. We wanted an agency that would challenge us, ask questions and encourage debate about our brand. The process has been a really collaborative approach between the two teams – we’re incredibly excited about the iconic new designs and we hope that consumers both old and new will feel the same way”.
The new re-imagined Häagen-Dazs world will be brought to life by a series of TV ads and a full advertising campaign, ‘Everyday Made Extraordinary’ – in which the communication demonstrates how Häagen-Dazs elevates a recognisable, everyday moment into the extraordinary.
Agency: LOVE
Artists: Santtu Mustonen, Kustaa Saksi, Sanderson Bob, Andrew Wagner, Cassie Byrnes, Anna Alanko, Monica Munoz, Ashley Goldberg, Antti Kalevi, Sam Coldy, Marina Esmareldo, Michael Arnold, Jennifer Sanchez
Location: Manchester, UK
