Brandikaran | Häagen-Dazs Scoops Up Logo & Packaging Redesign To Appear ‘Instagrammable’
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Häagen-Dazs Scoops Up Logo & Packaging Redesign To Appear ‘Instagrammable’

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Häagen-Dazs Scoops Up Logo & Packaging Redesign To Appear ‘Instagrammable’

For years, Häagen-Dazs has been sitting on the luxury end of the ice cream gamut. While it continues to indulge, its visual identity appears a little dated for today’s fans, who taste not just with their mouths but also with their eyes.

The ice cream enterprise has thus roped in LOVE Creative, its creative agency of three years, to design a fresh visual identity that would help it achieve and default to its “accessible luxury best.”

Per Marketing Week, the brief emphasized on the word, “Instagrammable.” This theme would be applied on the brand’s logo, store interiors, and promotional materials.

Firstly, LOVE Creative went back to the brand’s past and delved right into the philosophies of the company’s founders, Reuben and Rose Mattus, who started Häagen-Dazs in Minnesota 57 years ago.

“Obsessed with quality ingredients and inspired by the old world elegance of Scandinavian design, the brand’s founder set a course we wanted to follow—reintroducing Scandi design principles of simplicity, elegance, balance and proportion to update their packaging,” said the agency.

The studio then commissioned artists the world over to create 50 beautiful bespoke patterns that represented Häagen-Dazs’ ice cream flavors.

In order to exact the essence of Scandinavian simplicity, LOVE Creative also stripped away the gold-and-black palette of the brand’s iconic logo and gave it a single-hued, luxurious burgundy color.

The facelift is currently rolling out internationally, and will take over Häagen-Dazs’ packaging, communications, and 800 outlets worldwide.

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Images via LOVE Creative

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Image via LOVE Creative

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Image via LOVE Creative

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Image via LOVE Creative

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Image via LOVE Creative

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Image via LOVE Creative

[via Marketing Week, images via LOVE Creative]

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