The cream rises to the top

For a brand that began with only three flavors, Häagen-Dazs has certainly come a long way in its 60+ year history.

And so has the super-premium ice cream category.

Facing more competition than ever, and with US design work freshly completed, Nestlé Canada required our expertise in dual-language design to adapt their 48-SKU portfolio for Canadian palates.

Serving our team a triple scoop of objectives including, modernizing the brand, driving awareness and growth, and differentiating Core SKUs, this was a deliciously complex challenge. Consisting of core offerings, Layers varieties, and the ultra-indulgent Exträaz, the project spanned multiple formats, including tubs, bars, and wrappers.

Reserving the use of white for Core SKUs and complementing it with vibrant swirls of flavour-inspired color, the iconic brand is unmistakable from behind freezer doors. Decadent flavours, textural inclusions, and ribbons of rich sauces are the defining features of the Exträaz and Layers offerings – rich black backgrounds denote their distinct decadence. Using the same vibrant swirls of color to connect to core SKUs, the vivid contrast signals elevated indulgence. Putting luxury within reach, the design creates drama and intrigue for those who do not simply enjoy ice cream, but rather, experience it.

Following the launch, Nestlé Canada reported a 7% sales growth and gained 1.0% market share in the Super Premium category. The success of the re-design influenced further format, channel, and flavor innovations.