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.

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Flavour cue photography directions by sketch vs. their final shot on the packaging

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  • Packaging & Illustration

  • 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

Project details

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