HAAGEN-DAZS - BRAND RESET

Haagen-Dazs, once a cultural icon, lost its appeal among millennials. They viewed the brand as an outdated symbol of luxury from a bygone era.
In contrast to the exclusive image it once portrayed, the ice cream parlor is actually a diverse space where everyone is welcome to create their own unique flavour combinations, expressing their own tastes.

Celebrating this idea of individuality we redesigned the entire brand. The homogenised gold and burgundy filagree went and was replaced with a more inclusive expression. Each flavour now had its own identity - created by a repertoire of global influencers and artists.

Limited edition flavours and packaging gave us moments of reinvention to keep the brand fresh and surprising.