# Youthful Ice Cream Rebrands Häagen-Dazs is Introducing a New, Millennial-Targeted Look By Laura McQuarrie | Published 2017-05-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/youthful-ice-cream References: [designweek](https://www.designweek.co.uk/issues/15-21-may-2017/haagen-dazs-rebrands-lose-fussy-design-target-younger-audience/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) & [haagendazs.us](https://www.haagendazs.us/) As an ice cream brand that is more than a half-century old, [Häagen-Dazs](https://www.trendhunter.com/trends/nicefrank) decided to unveil a fresh, youthful [ice cream product rebranding](https://www.trendhunter.com/trends/higgidy-1). The Millennial-targeted packaging boasts clean, [minimalist details](https://www.trendhunter.com/trends/fruit-bliss) 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." ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 77% | Activity: 83% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Youthful Ice Cream Packaging:** Opportunity to rebrand traditional products with fresh and contemporary designs to appeal to younger demographics. - **Minimalist Design:** Opportunity to adopt clean and minimalistic packaging designs that convey the essence of the product. - **Collaboration with Artists:** Opportunity to collaborate with renowned artists to create unique illustrations that bring the product to life. ### Industries Being Reshaped - **Food and Beverage:** Opportunity for food and beverage companies to rebrand their products to cater to millennial and young consumer preferences. - **Packaging and Graphic Design:** Opportunity for packaging and graphic design companies to create minimalist and eye-catching designs for various product categories. - **Art and Illustration:** Opportunity for artists and illustrators to collaborate with brands to create unique and captivating designs for packaging and branding purposes. ## Related on Trend Hunter - [Redesigned Ice Cream Brands](https://www.trendhunter.com/trends/enlightened-rebrand.md) - [Ice Cream-Inspired Superbowl Campaigns](https://www.trendhunter.com/trends/nicefrank.md) - [Legacy-Honoring Ice Cream Branding](https://www.trendhunter.com/trends/graeters-ice-cream-branding.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Rebranded Ice Cream Restaurants](https://www.trendhunter.com/trends/baskin-robbins-redesigned.md) - [Rebranded Refrigerated Doughs](https://www.trendhunter.com/trends/jusrol.md) - [Logo-Shaped Ice Cream Bars](https://www.trendhunter.com/trends/hagendazs-stickbars.md) - [AI-Powered Gelato Packaging](https://www.trendhunter.com/trends/sweet-cheeks-1.md) - [Carefree Ice Cream Campaigns](https://www.trendhunter.com/trends/hagendazs-x-pierre-herm-campaign.md)