Häagen-Dazs … Rich New Storytelling for the Richest Taste on Earth

In collaboration with various agency and internal stakeholders, and as part of a global redesign effort, I was tasked with reframing the brand via fresh new storytelling. Over the course of six months, I executed a detailed new brand book, while also developing package romance-copy across an exciting new product line, and multiple new and existing SKUs. (Perhaps the best part was receiving mysterious Styrofoam containers, right at my door, filled with dry ice and unadorned cartons of ridiculously yummy new flavors that hadn’t yet hit the shelves. Lucky for my waistline, the project is not ongoing.)