A brand can transmit to the consumer’s aspect like thoughts, feelings, images, experience, attitudes and so on which they can link to the brand. A brand can set apart one seller’s goods or services from another. A brand is a personality which identifies a product, service or company.
The psychological aspect, i.e. brand image is a symbolic construct created within the minds of the people and how they associate with the product, service or company. A brand is the most valuable element in the advertising theme since it demonstrates what the brand owner is able to offer in the market. The selection and developing of a brand is very vital for the future of the organization, service or product.
Häagen-Dazs was established by Reuben and Rose Mayyus in the Bronx, New York, in 1961. The brand started with only three flavours: chocolate, vanilla and coffee, the brand opened its first retail store in Brooklyn, New York in 1976. The company grew and created franchises throughout the US and other countries around the world. Häagen-Dazs produces ice-creams, ice-cream bars, cakes, yogurt and sorbets.
The brand believed that the market for premium ice-cream was still in its infancy and that there was an opportunity to raise the qua;ity of ice cream even higher that is develop a super-premium sector. The company’s mission was to create a new gold standard and become the ultimate ice cream brand in the market.
Ever wondered why the brand used a foreign name for the company despite opening their first store in Brooklyn,New York. This practice is known as Foreign Branding, which is used to describe or imply cachet or superiority of products and services with foreign or foreign – sounding names. The main objective of Häagen-Dazs is to make the customers experience with them as pleasurable as possible. Every product offered by the brand is of the finest and purest ingredients in the world. The company trains their staff to assist the customers in choosing from their extensive menu.
Häagen-Dazs is a brand which develops with time and they decided that they need to become more relevant for today’s younger consumer without damaging their premium, high-quality brand image. The brand realized that to attract the new generation to their brand they needed brilliant colors and rich graphics to continue their distinctive design essence along with introducing new visuals that would appeal to the younger audience.
The ice-cream brand that is over 50 years old, has given itself a fresh, colourful, illustrated new look by Love Creative, that aims to be more vibrant and modern. They changed their logo and blended rich colours of the ice cream with a special background palette that enhanced each product’ unique characteristics such as chocolate, vanilla, sorbet and yogurt. The premium feel was maintained and a new look was incorporated which helped in improving the brand identity of the company. They simplified their look to make it more appealing to a millennial audience.
The rebrand of the brand has been completed by design consultancy Love Creative which feature a new logo now set in burgundy rather than black, gold and white as its previous bland logo. The burgundy hue across the previous packaging has also been updated from a regal, dark red to a plum red as it aims to make the packaging feel more contemporary. The ice-cream packaging now features various colorful illustrations to match different ice cream flavors which have been created by 13 unique commissioned artists including Kustaa Saksi and Santtu Mustonen.
The new brand was designed after the creative team tasted 46 Häagen-Dazs flavours and creating a mood and word board to reflect each flavor after which a brief was given to each artist to design bespoke patterns for flavor variants. From vanilla through coffee or caramel ice cream, consumers are living in a beigey world. But when they taste the flavors there is a completely different experience and Häagen-Dazs wanted to put that across. The gold and burgundy design was hard to navigate in the freezer but once people familiarized themselves with each illustration style the flavors will become easier to discover.
The bright illustrated design was influenced by Scandinavian style that heeds back to the company founder Reuben Mattus who was influenced by the classy and stylish design from the European region in 1961. The new look aims to target the younger audience hence the brand wanted to simplify everything and make it more vibrant and modern and less busy and olde-worlde.
After altering their packaging and flavors they required to be noticed by the audience in the market and be differentiated from other ice cream brands. They launched their new brand campaign ‘Everyday Made Extraordinary’ that was accompanied with a pack transformation and engaging local marketing activation in its purpose to become iconic once again. The artists commissioned by the brand illustrated various Häagen-Dazs flavors using unique styles which resulted in a stunning collection of highly photographic packs inviting customers to discover the ‘luxurious creamy taste of Häagen-Dazs’.
The new brand image was brought to life with the help of an experiential campaign in collaboration with renowned culinary architects Parr and Bompass. The immersive multi- sensory Häagen-Dazs experience called ‘My Experience Life’ invited consumers to discover a series of interactive rooms designed to help the audience take the best ice cream images ever. With the help of consumers demand for variety in ice cream flavors and new experiences, Häagen-Dazs launched two new innovations.
These include expanding into ‘on-the-go’ with a range of delicious bars designed to fit in with consumers busy lifestyles and mini cup collection providing people an easy option for ice cream loves wanting to try new flavors. The stick bar range is the answer to growing consumer’s demand for convenient take home handheld snacks. The ice cream stick bars benefited from an emphasis on quality within the rich Belgium chocolate coating as well as the flavored ice cream inside it.
Tapping into the current trends for savory and sweet flavor combinations as well as increased consumer interest in nut-containing products, the bars include flavors such as Salted Caramel, Mango & Raspberry and Vanilla Caramel Almond. The mini cup collection includes flavors such as Vanilla, Caramel and Fruit along with sorbets collection to offer a refreshing choice.
The format taps into the demand of the consumers for packs that offer variety around an individual flavor as well as providing them an easy option for the audience to discover new flavors. Additionally, the mini cups are a convenient and ideal option for those in single- person households or those who have less storage available.
Today Häagen-Dazs is even more committed to its founding values of quality and craftsmanship than ever before. The brand only uses the finest quality ingredients to create a super-premium ice cream that helps consumers create those extraordinary daily moments. The company remains to follow their philosophy to this day.
Häagen-Dazs believes that every individual deserves to experience pleasure that is fulfilling and that is real and this guides everything they do. That is precisely why Häagen-Dazs ice cream is made with 100% real cream and milk, which they then blend with carefully selected ingredients to cretae an ice cream with a unique velvety texture and unforgettable taste. Every mouthful of ice cream is an absorbing, intensely pleasurable experience, so good that people can’t help but share it with their loved ones.
Brand You Creative
Creator – Lee Kavanagh on Apr 16, 2020