“A Taste of Däzs” Campaign
ROLE: Graphic Designer
SCOPE: Graphic Design, Advertising, Branding
TOOLS: Photoshop, Illustrator
DURATION: 2 weeks
Overview
"A Taste of Dazs" is a premium advertising campaign that elevates Häagen-Dazs as the ultimate indulgence in the ice cream industry. Through striking visuals and compelling storytelling, the campaign celebrates the brand's rich heritage, natural ingredients, and luxurious craftsmanship. Each ads frames Häagen-Dazs as more than just ice cream—a reward for life's moments, a treasure of taste, and a crowning symbol of indulgence. This campaign highlights how Häagen-Dazs continues to reign supreme as a treat worth savoring.
Creative Process
Researches and Inspirations
I closely examined Häagen-Dazs' existing marketing materials, including past advertisements, selling propositions, and design aesthetics. The brand consistently emphasizes its commitment to artistry and sophistication, positioning itself as more than just a dessert, but an experience. This insight guided my creative direction to align with the brand’s established tone while bringing a fresh and elevated approach to the visuals.
Thumbnails
Developing a Concept (Snapshots of drawings updating…)
During the sketching process, I focused on creating a unified campaign across all platforms—billboards, airport displays, and social media—that clearly conveyed Häagen-Dazs' premium quality. I wanted the headline to resonate with the brand’s selling propositions: its luxurious taste, natural ingredients, and craftsmanship. With this in mind, I crafted the headline to start with "A Taste Worth...", evoking the idea of indulgence that’s worth your time, money, and experience. This phrasing ties together the messaging for all platforms, reinforcing the premium and rewarding nature of Häagen-Dazs, making it clear that every bite is worth savoring.
Design
Digital Compositions (Billboard)
For the billboard design, I came up with the headline of "A Taste Worth Crowning", where I aimed to portray Häagen-Dazs as a luxurious, premium indulgence. Using Adobe Firefly, I created a regal scene with a velvet throne and crown to highlight the product's status as the king of ice creams. The Häagen-Dazs tub, topped with a crown, became the focal point, symbolizing its superiority. Adobe Firefly allowed me to quickly generate and refine textures and lighting, bringing the royal concept to life. The result is a striking, opulent design that reinforces Häagen-Dazs as the ultimate treat that is worth crowning for.
Digital Compositions (Airport Display/Kiosk)
For the airport display design, I used Adobe Firefly to generate a luxurious, eye-catching background that complements the premium nature of Häagen-Dazs. The headline, "A Taste Worth Securing," emphasizes the idea that Häagen-Dazs is a valuable treasure worth protecting and collecting. The image features a gold-plated safe wide open, revealing Häagen-Dazs products stored inside, giving the impression that these ice cream tubs are gems to be cherished. The safe rests on a velvet stage and red curtains, with shimmering glitter subtly fading over it, further enhancing the sense of luxury and exclusivity. This design evokes the feeling of safeguarding something precious, perfectly capturing the high-end nature of the brand and its unparalleled taste.
Digital Compositions (Social Media Graphic)
For the social media graphic, I designed the concept around the headline "A Taste Worth Treasuring" to showcase Häagen-Dazs as a rare and valuable treat. Using Adobe Firefly, I generated an icy treasure chest sitting in the snow, creating a frosty, luxurious backdrop. The chest is open, revealing the true treasure inside: a Häagen-Dazs product, with a subtle light glowing over it, emphasizing its premium and rare quality. The icy chest symbolizes the exclusivity of Häagen-Dazs, while the gold shimmer enhances the sense of discovery and indulgence, positioning the ice cream as a treasure worth finding and savoring. This design aims to capture the allure of something valuable and special, encouraging users to "treasure" the experience of enjoying Häagen-Dazs.