Landor Reimagines Haagen-Dazs ice Cream Stick Packaging Around Desire, Texture and Taste

Aug. 27, 2026

Landor has designed the new packaging for Häagen-Dazs ice cream sticks across France and the United Kingdom, with a clear ambition: to convey the richness and intensity of the product experience at first glance.

At the heart of this evolution are desire and taste appeal. While the category has historically borrowed the codes of cracked chocolate from an ice cream that has already been bitten into, Häagen-Dazs has chosen to highlight what makes it unique: its intense creaminess, generous ingredients, and the quality of its Belgian chocolate by placing the coating front and centre.

The coating thus becomes more textural, more desirable. The chocolate no longer simply covers the stick: it drapes it in a fluid, generous motion, revealing a creamy, melt-in-the-mouth ice cream. This visual expression is designed to convey the product’s true superiority and fully embrace the richness and desirability of the Häagen-Dazs experience.

Particular care was also given to the representation of the ingredients, with a dedicated photoshoot set against burgundy, a colour synonymous with Häagen-Dazs, to showcase the brand’s commitment to quality.

This new identity also introduces new codes:

• Elegant premium typography introduced for the flavour names
• Vertical stripes that structure the range and strengthen shelf recognition
• Cleaner packaging design that gives more space to product visuals and ingredient cues
• A proprietary, instantly recognisable ice cream silhouette inspired by the shape of the brand’s logo

This distinctive use of burgundy now wraps the entire pack, creating a richer, more cohesive design rooted in the brand’s heritage while enhancing recognition and standout on shelf.

With this new identity, Landor and Häagen-Dazs reaffirm the role of packaging not merely as product wrapping, but as the brand’s first expression of desire.