Since 1960, Häagen-Dazs’ philosophy has been to balance simple ingredients with extraordinary indulgence. But with today’s growing ‘better for you’ trend, Häagen-Dazs has had to face a new challenge of balancing their luxurious taste experience with lighter competitive alternatives.
To tap into this new category, Haagen-Dazs has created a ‘lite’ offering. Keeping true to the brand essence, CBA developed a brand name and packaging design that doesn’t focus on the negatives of high caloric ingredients or impure additives. Instead, CBA celebrated the positive appeal of a lighter offering and opened the gates to ‘Heaven’, a new, sensorially euphoric experience from Haagen-Dazs, without the guilt.
Reinterpreting the Häagen-Dazs tapestry design to evoke a sense of simplicity, the unique airy patterns are reminiscent of the gates to Heaven. Each side of the tapestry pattern symbolizes one of the two core ingredient’s taste and texture profile.
The balance of light and indulgent is further expressed through the levitating ingredient imagery which heroes at center of pack.
The system is extended across four Heaven flavors creating a distinct look and feel for this new innovation, but remaining true to the portfolio design system.
Häagen-Dazs is the world’s leader in premium, decadent ice cream.