Häagen-Dazs Redesign

Häagen-Dazs, an ice cream brand, implemented a major packaging update and launched three limited-edition ranges to increase market share across the UK.

Design consultancy: LOVE.Advertiser: Häagen-Dazs

Executive Summary

In 2015, Häagen-Dazs was in trouble. Consumers were lacking a clear and compelling view of the brand due to communication touchpoints that had become antiquated and monotonous.

In a growing category, Haagen-Dazs wasn't growing, and were losing market share to both new and established competition.

With the ice cream industry projected to grow to over $100bn by 2019, Häagen-Dazs needed to dramatically increase consumer appeal and brand fame, by reconnecting with a younger demographic.

Our response saw us reinvigorate the entire brand. Starting with the packaging design of all core products,...

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