Häagen Dazs secret lies in it’s name.
Distinctly European albeit created in America…
We analysed the codes to increase cultural connections.
Regal colour and decorative art nouveau balance
with strict lettering.

HÄAGAN DAZS

BRAND IDENTITY, PACKAGING DESIGN

CHALLENGE

To redesign Häagen-Dazs in a global context.
A ‘Progressive Elegance’ strategic direction
led the development, dramatising a
leader brand.

SOLUTION

Using Visual Intelligence TM, our semiotic
analysis tool, we identified the brand DNA
and its meaning and the contemporary
cultural context of ice-cream eating.
We translated ‘Progressive Elegance’ visually
underscoring the brand’s perceived
European heritage. The design reflects a
high quality, highly desirable product – rich,
creamy and pleasurable. The iconic
Häagan-Dazs marque is simplified and
strengthened and set within a deep red
decorative panel.

Elegant gilded finishes echo the brand‘s
decorative heritage and the product’s
delicious richness. With enlarged, more
delicious ingredient photography against
an ivory background, it is now easier for 
consumers to distinguish between flavours.

“Your work has truly inspired us, and
it is contributing to renewed growth for
the business.”

DAVID CLARK, PRESIDENT FOR
HÄAGEN-DAZS, GENERAL MILLS

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“Your work has truly inspired us, and it is contributing
to renewed growth for the business.”

DAVID CLARK, PRESIDENT FOR HÄAGEN-DAZS, GENERAL MILLS

“I can’t tell you how happy it makes me to see Project Armani rolling out for
Häagen-Dazs worldwide; am hearing great stories of its success!”

SCOTT BALDWIN, HÄAGEN-DAZS GLOBAL MARKETING, GENERAL MILLS

“The Brand Design team would like to learn more about Lewis Moberly. We’ve
certainly seen how the agency works and appreciate the great work!”

NEVIN NOLDER, SENIOR BRAND DESIGN MANAGER, GENERAL MILLS