LOVE is behind a new brand design overhaul for Häagen-Dazs that delivers a bold, contemporary new aesthetic for the iconic global ice-cream brand. The first new work to appear is a re-design of their core packaging, the biggest packaging overhaul in almost 20 years.
The packaging’s vibrant new look reflects Häagen-Dazs’ new ‘Everyday Made Extraordinary’ positioning, aimed at millennials seeking unique and authentic experiences they can participate in, as well as share online.
LOVE’s brief was to make the packaging an object of desire, and bring to life all Häagen-Dazs’ extraordinary recipe textures, colours and sensations. As part of the design process, LOVE invited 13 artists from across the world, each with a distinct style, to create a unique illustrated pattern for each Haagen-Dazs flavour. From 3D illustrators to flat graphic artists and textile designers, each was paired with the flavours that felt most connected to their work.
