In 2021, Häagen-Dazs USA underwent a re-design with Chase Design Group to refresh the look of its brand and packaging. The new concept of the brand is built on the idea of ‘Luxury is where you are,’ and has been successful in making Häagen-Dazs more approachable to the younger crowd.
I was privileged to take part in Illustrating the photography direction & the tapestry for their packaging. Done under the direction of Chase Design Group’s team.
Photography courtesy of Chase Design Group & Häagen-Dazs.
Häagen-Dazs USA
The packaging before and after the re-design.
Flavour cue photography directions by sketch vs. their final shot on the packaging
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Packaging & Illustration
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Chase Design Group
Paula Hansanugrum, Creative Director
Jonathan Arriaza, Senior Design Director
Beverly Hartono, Design Director
Ryan Doro, Designer
Connor Murphy, Designer
Astari Wisesa, Designer
Faustina Nathania, Designer
Jessica Lauw, Designer
Client
Häagen-Dazs -
LA, USA