How to Refresh an Old Brand with New Packaging

When Nestlé Dreyers evaluated one of its venerable brands, Häagen-Dazs, it decided that it needed to make it more relevant for today’s younger consumer without damaging its high-quality, premium brand image.

Appealing to a new generation is not always easy for an organization that has become used to marketing to a specific, profitable market niche. It was determined that the Häagen-Dazs brand needed brilliant colors and rich graphics to continue its distinctive design essence while at the same time introducing new visual looks that would appeal to its new, younger audience.

The design was based upon blending the rich colors of the ice cream with a special background palette that enhanced each product’s unique characteristics, such as vanilla, chocolate, sorbet and yogurt.

The premium feel was maintained and the new look was established. It’s an excellent brand identity that makes a notable difference package after package and retains the overall quality brand image.

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