Häagen-Dazs Unifies Past and Present with Brand Redesign
Over the decades, Häagen-Dazs has become one of the most beloved ice cream brands in the world. But with the advent of low-calorie and plant-based varieties of ice cream, not to mention myriad new flavors and types of treats, the freezer aisle looks very different from 1960, when the brand first launched. And Häagen-Dazs needed to evolve.
“The previous package just wasn’t effectively conveying who Häagen-Dazs is to the modern consumer,” said Rachel Jaiven, marketing director at Froneri, which runs Häagen-Dazs in the United States. “We wanted to remind them that this is a brand for today, rather than just for their parents’ or grandparents’ generations. So we approached Chase basically saying, ‘Help us go from a brand that is widely recognized to one that's loved.’”