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Häagen-Dazs Rebrands With Colorful New Packaging To Appeal To Millennials
By Izza Sofia, 19 May 2017
You will never run out of choices in the frozen desserts section, so how can an established brand revive its look to stand out?
For Häagen-Dazs, it meant going to the heart of what they believe in when they make their products.
Love Creative just weaved this new future for one of our favorite pints of ice cream goodness, and the results are definitely eye-catching. New, contemporary packaging makes the entire line of premium ice creams look more cohesive, and the colorful illustrations appeal to the younger crowd.
Love has created a delightful visual interpretation of the experience of eating the brand's ice cream by incorporating a “plum red” instead of the “regal, dark red”.
The packaging features various illustrations to reflect the experience of indulging in different flavors, and they are designed by 13 artists, including Santtu Mustonen and Kustaa Saksi.
David Palmer, Love executive creative director, said, “We wanted to simplify everything and make it more vibrant and modern, and less fussy and olde-worlde. Häagen-Dazs had allowed itself to age, and had lost contact with the younger end of its audience”.
The brand new packaging will be launched in the international market next year. In the meantime, take a look at the new vibrant packaging below.
[via Design Week]
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