Häagen-Dazs® Creates Luscious and Artful Redesign of Shops

Chase Design Group develops a new look for the shops reflecting the brand’s “Thät’s Dazs” personality

It’s not every day that a brand has the opportunity to develop a truly 360-degree brand experience – from packaging to retail environments. But, in the case of Häagen Dazs it was. Creative agency, Chase Design Group worked with the brand team to create the entire look and feel as well as the visual identity system.

Along with the package redesign, the project focused on Häagen-Dazs shops including the design of signage, materials, fixtures, shop packaging, dessert imagery, menus, floors, furniture, and even uniforms. The program seamlessly extends across diverse shop formats, including standalone shops, inline mall shops, and enticing indoor and outdoor kiosks.

The goal was to create a space that customers could feel excited about – one that felt modern, but in keeping with the new design aesthetic. The evolution includes an expanded palette of bright sophisticated colors that inspire and feel welcoming.

“‘Artful’ was at the top of our list when thinking through the design of the space,” says Jon Arriaza, Senior Design Director, Chase Design Group. “We designed focal points throughout the space, so customers can absorb the creativity and art of every piece along their ordering journey. The Brand Tapestry Mural weaves in abstract representations of the pure ingredients Häagen-Dazs is known for. The cove behind the front counter calls attention to the main ordering space, while displaying custom sculptures of a strawberry, vanilla flower, and melty caramel cube. All of these use elements that are inspired by the packaging redesign, making clear connections for the brand across every touchpoint.”

“I couldn’t be prouder of the new Häagen-Dazs Shops design which is launching across our shops in the United States. From the bright colors and delicious dessert images to the iconic tapestry wallpaper and updated uniforms, the #ThatsDazs feeling is apparent as soon as people come through the door to buy their favorite Häagen-Dazs ice cream. The Chase Design team successfully created a complete brand experience that celebrates the uniqueness and iconic attributes of the Häagen-Dazs brand,” says Rachel Jaiven, Marketing Director of Häagen-Dazs®.

The new design is currently rolling out across 208 franchise locations nationwide.

Source: Chase Design Group

  Chase Design Group, Häagen-Dazs, Marketing, Redesign, Visual Identity, Visual Identity System