A Delicious New Package Design for Häagen Dazs

Old Packaging

New Packaging

Undergoing its first packaging redesign in a number of years, Häagen Dazs recently teamed up with the brand strategy and design gurus at Sterling Brands to create new packaging with the purpose of improving the ice-cream brands’ shelf appeal.

Consumer research indicated there was no need to refresh the brand’s current logo or color scheme, so designers created a new interpretation of the brand’s recognizable features, ultimately developing packaging that is arguably more attractive, contemporary and appealing.

“We want to make sure that we maintain our positioning as the super premium ice cream,”
(Jason Merideth, associate brand manager, Häagen Dazs).

Significant design changes include replacing the outgoing burgundy background with a light gold one, which not only makes the text on each carton easier to read, but really lightens up the appearance of each carton. The banner graphic was also tweaked, wrapping it horizontally around the carton.

A ‘tasting notes’ section, much like one you might find on a bottle of wine, has been added on the back of each carton and describes the taste experience of each individual flavor. Typographical changes include implementing a sans-serif font in place of the italicized serif font listing the product flavor and making the brand’s all-natural benefit more prominent by placing the “all-natural ice cream” promise directly underneath the flavor name.

Perhaps one of the most noticeable changes is the emphasis on photography, which is not only designed to reflect the quality of the ice cream, but to further increase the appeal of each product.

Apparently, the redesign has been successful. Since it’s launch in February 2010, Perception Research Services studies have found that this new packaging has improved individual flavor ‘shopability’ of the Häagen Dazs brand by over 20 percent.

What Type Are You?

What Type Are You?

Visit 'What Type Are You?': a micro-site developed by Pentagram, and discover a typeface that reflects your personality.

Marina Script: emotional, understated, traditional, disciplined; “a 1936 version of a writing style that is centuries old. It is a typeface with delicately emotional swoops and serifs delivered with an aristocratic precision & restraint... apparently, it’s also my personality summed up in a typeface.

Typefaces, and the letters they depict, are a lot like people. They come in all shapes, sizes, weights and forms. Some quietly grace the page while others scream for attention. Some are so wildly popular and well-known that it’s difficult to imagine a world without them while others simply depict the times or a trend.

Pentagram, one of the world’s most respected design firms, has created a site that explores the question: What type are you? The site, narrated by a faceless, Freudian faceless analyst, asks you four personality questions, after which you’re presented with a typeface that reflects your personality most accurately according to your answers. You’ll not only learn a little about yourself, but even a little bit of history behind the typeface which represents you.

Follow this link to try it for yourself (use the password “Character” to enter the site).

Name That Font

the Font Game as it appears on the iPhone & iPod Touch

The Font Game challenges players to correctly identify 34 fonts as quickly as they can.

Being a designer myself, my hope is that I could name more fonts than someone who doesn’t share my profession, or at the very least name as many as the digits on each hand. Comes with the job, right? That’s not to say there isn’t a myriad of people out there that simply have a love of type and want to prove their dedication to themselves – or someone else.
Maybe you’re like me and occasionally build on your knowledge of the ever-increasing library of fonts out there; maybe you’re interested in just learning a little more about typography in an unobtrusive way; maybe you’re already a sucker for all things type related; whatever the case may be, now there’s a game for you. The aptly titled Font Game, an application for the iPhone and iPod touch, which can also be played online, challenges players to identify 34 fonts in as little time as possible – your score depends on it.

Go ahead; try it out and add at least a few more fonts to your ‘typographic repertoire’ – you’ll find there’s a lot more out there than Times, Arial and Courier… you want me to keep going?

Type Hype: Typekit Revolutionizes Font Usage on the Web

Typekit - the easiest way to use REAL FONTS on your website

A new web platform developed by Typekit is revolutionizing the way we use fonts online.

Web Developers and Designers alike are often find themselves frustrated by the limitations the web currently has on font usage. In all actuality, there is a very small pool of fonts individuals can select from for use on their sites that display correctly in any one of the many different web browsers visitors to their web pages may be using without resorting to other, headache-inducing methods of displaying type. Typekit, which has developed a new technology platform to assist web developers and designers with font usage is aiming to change that.

Through their new platform, Typekit has found a way to host a variety of fonts – both free and for purchase – that isn’t only incredibly fast, but it also serves as a kind of buffer for the way different browsers handle various fonts. It also provides an appropriate level of protection against theft of these creations.

Liz Danizco, of Typekit says: “As a Typekit user, one has access to the library of fonts…People just add a line of JavaScript to their markup, tell Typekit which fonts they want to use, and then craft pages the way they always have. Except now they’re able to use real fonts – not images, not Flash, not substitutes.”

The future is now!

For an example of Typekit at work, visit the Times Skimmer. For more information on Typekit as well as a step-by-step explanation of integrating Typekit into your current site, visit this blog.