How to Refresh an Old Brand Again

When Nestlé Dreyers evaluated one of its venerable brands, Häagen-Dazs, it decided that it needed to make it more relevant for today’s younger consumer without damaging its high-quality, premium brand image.

Appealing to a new generation is not always easy for an organization that has become used to marketing to a specific, profitable market niche. It was determined that the Häagen-Dazs brand needed brilliant colors and rich graphics to continue its distinctive design essence while at the same time introducing new visual looks that would appeal to its new, younger audience.

The design was based upon blending the rich colors of the ice cream with a special background palette that enhanced each product’s unique characteristics, such as vanilla, chocolate, sorbet and yogurt.

The premium feel was maintained and the new look was established. It’s an excellent brand identity that makes a notable difference package after package and retains the overall quality brand image.

Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

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Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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