Over the past few years, the ice cream market has changed considerably. Whereas Häagen-Dazs was once the most premium and indulgent brand on the shelves, it was becoming harder to distinguish the brand’s offering from the competition. With this challenge, Häagen-Dazs saw an opportunity to revitalize its iconic brand for the U.S. market, leveraging their incredible history and championing their unparalleled ingredients along the way.
Inspired by Häagen-Dazs’s heritage and its commitment to sourcing only the finest ingredients from around the world, CBA approached the refresh from 2 strategic angles, old and new. By refreshing a few age-old equities and infusing them with modernity, CBA was able to weave a rich new future for the brand. A tapestry pattern was created, detailing the full story of Häagen-Dazs from source to spoon. Within the tapestry are illustrations of the brand’s foundation, details of its rigorous global search for the perfect ingredients, nods to the founder’s inspiration, and ending with Häagen-Dazs’s first retail store and a table-scape of key ingredients. Applied across the brand’s packaging, collateral and messaging, the tapestry sets a foundation for a whole new era of Häagen-Dazs, evergreen in its premium product but revitalized in the way it conveys this to the world.
Credits: Sara Remington, Photography. Kim Kissling, Food Styling. Luke Bott, Illustration.
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