Häagen-Dazs limited-edition packaging

Häagen-Dazs packaging design

Art Direction, Brand Strategy, Packaging Design

The Challenge

Häagen-Dazs’ consumers live on Instagram, so they needed a way to connect with their audience and stand out, in this space. We know consumers love must-try, limited-edition experiences, so there was only one thing for it: we needed to introduce limited-edition ranges to the Häagen-Dazs portfolio.

Our Response

As part of the global rebrand we introduced illustration to all of the Häagen-Dazs packs; a vibrant and colourful way to drive product navigation and represent not just the flavour, but where it takes you. When it came to creating a limited-edition range, we decided to take our flavour patterns to the next level.

Häagen-Dazs limited-edition packaging
Häagen-Dazs limited-edition packaging
Häagen-Dazs limited-edition packaging

Over the past three years, we’ve collaborated with illustrators Kitty McCall and Eddie Perrote to bring these limited-edition flavours to life, this time expanding the pattern across the entire pack for maximum stand-out. The powerful use of illustration communicates the exotic flavours available, shows off their extraordinary ingredients and takes Häagen-Dazs into a more contemporary space with stand-out power on-shelf – and on Instagram.

 

Häagen-Dazs limited-edition packaging
Häagen-Dazs limited-edition packaging
Häagen-Dazs limited-edition packaging