Many ice cream lovers around the world are familiar with the unique taste of Häagen-Dazs products. Founded by Reuben and Rose Mattus in 1960 in the Bronx as a family business, the company started small, making and selling ice cream in only three flavors: vanilla, chocolate, and coffee. Over the years, the small shop in New York State has grown into a globally recognized brand, with many branches located in many countries. Today, the company’s assortment comprises several dozen types of frozen sweets, each offering a wide range of options. Despite worldwide demand for Häagen-Dazs products, today’s changes have required adjustments to the familiar iconic image.
The time has come for the old brand’s luxurious but somewhat outdated minimalism to give way to the equally luxurious but more individually expressed new one. The new generation of consumers has different preferences when choosing products from certain brands. And more often than not, quality is not the first point. An important role for them is to uphold values and historical fame, as evidenced by their success.
The creative team at Chase Design Group successfully tackled this task, creating a new visual identity for the ice cream manufacturer that is rich in color, playful, and energetic, while maintaining smooth lines and smooth color transitions. The signature cartouche logo is accented in gold against a pure white background, with burgundy. Moving away from the classic gold-and-black visualization of luxury has significantly improved the brand’s visual experience. Gold and burgundy offer a fresh perspective on the understanding of luxury and aristocracy.
Each taste of the company’s products has acquired its unique palette and composition, handmade. They have significantly expanded the consumer’s visual awareness while creating an original effect in the stained glass art performance.
The logo font is a proprietary design by the design company “Dazs,” which, when paired with handwritten text, creates a harmony between the classics of the past and an innovative future. The logo itself represents the company’s name, framed in a playful frame typical of mid-century invitations.