Reinvigorate the Haagen-Dazs brand to hold its market position against encroaching competitor brands
/ the idea
Inspired by Häagen-Dazs’s heritage and its enthusiasm for global ingredients, we approached this refresh by balancing old and new. Taking overlooked equities and infused them with modernity.
![Häagen-Dazs, Elevating an Extraordinary Brand 1 Haagen dazs tubs](https://cba-design.com/united-kingdom/wp-content/uploads/sites/8/2021/02/Haagen-dazs-tubs.jpg)
![Häagen-Dazs, Elevating an Extraordinary Brand 2 Haagen dazs tubs and](https://cba-design.com/united-kingdom/wp-content/uploads/sites/8/2021/02/Haagen-dazs-tubs-and-box.jpg)
Telling new stories
An old doily motif had, over the years, been slowly disappearing from the cartons. This overlooked equity infused with modernity served as inspiration for a visual identity system. We called it the Tapestry as it recounts the full story of the entire brand, from source to spoon.
The Häagen-Dazs tapestry visual identity system tells a tale that is tailored, adventurous, and premium, a combination befitting this sumptuous brand.
![Häagen-Dazs, Elevating an Extraordinary Brand 3 Haagen dazs tubs closeup](https://cba-design.com/united-kingdom/wp-content/uploads/sites/8/2021/02/Haagen-dazs-tubs-closeup.jpg)
![Häagen-Dazs, Elevating an Extraordinary Brand 4 Haagen dazs tubs stacked](https://cba-design.com/united-kingdom/wp-content/uploads/sites/8/2021/02/Haagen-dazs-tubs-stacked.jpg)
![Häagen-Dazs, Elevating an Extraordinary Brand 5 Haagen dazs tubs top](https://cba-design.com/united-kingdom/wp-content/uploads/sites/8/2021/02/Haagen-dazs-tubs-top.jpg)
/ Results
CBA won many price for this project:
- The Best Packaging at the Transform Awards 2017
- The Packaging Price from the HOW
- The Best Brand Experience at the Transform Awards 2016
- The GD USA in the Packaging Category at the American Package Design Awards