Weaving a new future for Häagen-Dazs
Creating a new visual identity that represents a loom of possibilities
Food - Nestlé USA
Making extreme-quality ice cream for over 50 years, American Häagen-Dazs realized the need to revitalize its brand in order to keep up with its historical position of differentiating from other ice cream makers.
By exploring their long history, researching consumer trends and looking to the future of ice cream category, we were confident that taking up Häagen-Dazs’ traditional values was the best way to go: the use of selected ingredients, the commitment with the highest-quality levels, the restless search for velvety texture and unforgettable taste. Something able to recall a curious and respectable part of its history which tells it took a 6-year period until its founder came up with a strawberry ice cream that pleased him.
Inspired by Häagen-Dazs legacy and its enthusiasm for selected global ingredients, our approach was to refresh it by balancing old and new, retaking traditional qualities and infusing them with modern ways.
And old weaving theme had been applied by the brand and, throughout the years, it was slowly fading away. Such reference was redeemed and served as the inspiration to the new visual identity system.
Recalling to the motif of lacing and embroidery, the concept of the new identity is able to capture the brand’s full history, which goes from sourcing the finest ingredients to the spoon. A system that brings up along the effect of being custom-made, highlighting its premium brand quality even more, a feature that is traditionally linked to Häagen-Dazs in wherever it is around the world.