Tasteful redesign

As Haagen-Dazs® prepared to launch Dulce de Leche Low-fat Frozen Yogurt and Mango Ice Cream, marketers there decided that the packages for the new products needed to be a little jazzier than packages used for the company’s flagship brand.

Pw 18896 Haagen Daz

So they turned to the Coleman Group (New York, NY) for a new design. These varieties are only the first to display the redesign, which maintained some of the traditional graphics and identical paperboard tub so loyal customers could recognize the product. While the previous package displayed the main ingredient set against a dark brown background and Häagen-Dazs nameplate, the redesign incorporates a smooth, gold stripe that travels diagonally from the bottom of the package to the top. It’s meant to capture the smooth, rich character of the Haagen-Dazs® product while reflecting it’s premium qualities.

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