Design consultancy: LOVE.Advertiser: Häagen-Dazs
Executive Summary
In 2015, Häagen-Dazs was in trouble. Consumers were lacking a clear and compelling view of the brand due to communication touchpoints that had become antiquated and monotonous.
In a growing category, Haagen-Dazs wasn't growing, and were losing market share to both new and established competition.
With the ice cream industry projected to grow to over $100bn by 2019, Häagen-Dazs needed to dramatically increase consumer appeal and brand fame, by reconnecting with a younger demographic.
Our response saw us reinvigorate the entire brand. Starting with the packaging design of all core products,...