HAAGEN-DAZS - BRAND RESET

Häagen-Dazs had lost relevance with millennials, who viewed it as an outdated symbol of luxury. We redefined the brand around self-expression and choice, inspired by the inclusive, customisable experience of its ice cream parlours.

The iconic gold and burgundy filigree was replaced with a more contemporary visual system, giving each flavour its own identity through collaborations with global artists and influencers.

Limited-edition flavours and packaging created continual moments of reinvention, keeping the brand fresh, culturally relevant and surprising.