Weaving a new future for Häagen-Dazs
Creating a tapestry of possibilities for Häagen-Dazs' US market.
FOOD - Nestlé USA
The ice cream market has changed considerably. Although Häagen-Dazs was once the most premium and indulgent brand on the shelves, smaller competitors that spoke to changing cultural values had been encroaching on their market.
By exploring their long history, researching current consumer trends, and predicting the future of the ice cream category, we were confident that properly highlighting the prolific Häagen-Dazs story was the best way to revitalize this brand.
Häagen-Dazs has an unparalled history in excellence that has been consistent since the 1960s. The brand, through its commitment to sourcing only the finest ingredients from around the world, brings adventure to every freezer in the U.S.
Inspired by Häagen-Dazs’s heritage and its enthusiasm for global ingredients, we approached this refresh by balancing old and new. We selected overlooked equities and infused them with modernity.
An age-old doily motif had, over the years, been slowly disappearing from the cartons. This overlooked equity infused with modernity served as inspiration for a visual identity system. We called it the Tapestry as it recounts the full story of the entire brand, from source to spoon. The Häagen-Dazs tapestry visual identity system tells a tale that is tailored, adventurous, and premium, a combination befitting this sumptuous brand.
Häagen-Dazs is the world’s leader in premium, decadent ice cream.