Häagen-Dazs is Introducing a New, Millennial-Targeted Look

 - May 20, 2017
References: haagendazs.us & designweek
As an ice cream brand that is more than a half-century old, Häagen-Dazs decided to unveil a fresh, youthful ice cream product rebranding.

The Millennial-targeted packaging boasts clean, minimalist details that are offset by boldly printed patterns that convey each flavor's unique essence. For the project, a handful of renowned artists worked with Love Creative on the creation of fresh and contemporary illustrations to bring flavors like Mango & Raspberry and Cookies & Cream to life.

In the redesign, the old color scheme of the dark red favor by Häagen-Dazs has been updated to a "plum red" color that still references its signature look. As Love Creative's David Palmer says: "We wanted to simplify everything and make it more vibrant and modern, and less fussy and olde-worlde."