Agency: Chase Design Group
Advertising Agency: Cartwright
Photographer & Stylist (Dulce de Leche): Soni Davies
Location: United States
Project Type: Produced
Client: Häagen-Dazs
Product Launch Location: United States
Packaging Contents: Ice Cream
Packaging Substrate / Materials: Paperboard

The look of luxury is constantly evolving. So, 60 years after the founders of Häagen-Dazs created the first luxury ice cream that could be enjoyed by all, the Häagen-Dazs brand is redefining how to communicate luxury.

According to Elizabell Marquez, CMO of Dreyer’s Grand Ice Cream, “We recognized that it was time to redefine luxury and evolve with changing consumer needs. Inspired by the creativity and passion of the brand’s founders, we are building on our heritage of bringing luxury to the many, rather than the few. The Chase Design Group team created a stunning design that celebrates the unique and special attributes of our brand.”

The Häagen-Dazs brand tapped Chase Design Group to redesign their iconic packaging, express the evolved brand positioning, and infuse an artful playfulness across the line. According to Ryan Doro, senior designer, Chase Design Group, “Old luxury was all about a minimal, clean, and very organized look. Modern luxury can have a little more personality, rich colors, flowy lines, even a playful energy, and we wanted to fully embrace that.”

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