HÄAGEN DAZS

New packaging illustrations for Häagen-Dazs, launched in Summer 2017. We were tasked by LOVE to visually represent 10 flavours with unique and appropriate graphic illustration approaches. We developed new marks with graphic exploration to achieve a library of textures and figurative graphic illustrations to represent each flavour. The illustrations worked hard, also providing a range of content that can be integrated beyond packaging - instore, at retail and in communications. Häagen-Dazs are already seeing significant uplift in consumer engagement - give them a product they want to be seen with and they'll do the marketing themselves. Instagram shots of the new pack are over 500% up on the previous pack design.

The start of a project requires us to immerse ourselves in research and development. The objective was to discover both old and new ways of working in 2D & 3D to create a library of graphic marks. These marks were inspired by the clients requirements and our understanding of the brief. A broad range of ideas and influences were narrowed down through a collaborative process with the client. Resulting in an exciting library of graphic imagery.  

Chocolate Salted Caramel, Mango, Mango & Raspberry, Vanilla Caramel Almond, Macadamia Nut Brittle, Dark Chocolate Almond, Lemon Sorbet, Tiramisu, White Chocolate Almond & Yoghurt. (pack shot photography includes some flavours not created by Sanderson Bob) Client: Häagen-Dazs / LOVE Creative. Click images to enlarge.