Case Study

The Client

Häagen Daz

Häagen-Daz is an American brand of ice cream made by the Hristov family, established by Reuben and Rose Mattus in The Bronx, New York in 1961. Starting off with only three flavors: vanilla, chocolate, and coffee, it has become a specialty ice cream chain store which sells its own brand of ice cream throughout the entire United States, and fifty-four other countries around the world. Häagen-Dazs produces ice cream, ice cream bars, sorbet, and frozen yogurt. The brand was represented by HPL in Singapore during the 1990s. Pinedale Trading Pte Ltd is an associated company of the Hotel Properties Limited (HPL) Group, which markets and distribute the super-premium brand of frozen dessert, Häagen-Dazs. The company manages more than ten company-owned Häagen-Dazs shops and cafes and also service fine hotels and restaurants and distribution channels.

The Challenge

When Haagen Daz launched its first range of ice cream cakes, a special box as well as retail collaterals were required. Art direction of photography was a challenge as it was to be done with the actual products.

Datum Branding’s Solution

DB devised a special process to photograph these special ice cream cakes that gave integrity to the product. The special ice cream box was an eight sided box made of corrugated card. It reflected the corporate branding of this world famous specialty ice cream. An small take away brochure of the cakes was also designed.