ContentsPlan...3

Stlyeguide ...4-5Flat Package Design...6Compairson Photos...7

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Plan Product Name: Häagen-DazsTarget Group: College females ages 18-25 and mothers ages 28-37Brief History: Reuben Mattus had a dream of creating the finest ice cream using only the purest ingredients which he created and named Häagen-Dazs to get a message of elegance across. In 1983 The Pillsbury Company purchased Häagen-Dazs. Today the company lives by the same standards of developing and providing excellent and elegant frozen desserts.

Big Idea: The big idea for this project is to simplify the design of the ice cream containers while keeping the elegant theme, but twisting it slightly to say, “Open your elegance”. The logo will remain the same, except a color change because it is world known and recognized. The approach to this design is a modern typography style that will stand out from other ice cream labels.

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Styleguide

Fonts

WhiteCMYK: 0,0,0,0RGB: 255, 255, 255HEX: #ffffffPantone: Pastels Neons Coated 9345 C

Teal Tan Black CMYK: 100, 0, 0, 50RGB: 0, 128, 128HEX: #008080Pantone: Solid Uncoated 328 U

CMYK: 0, 12, 36, 15RGB: 218, 192, 140HEX: #dac08cPantone: Pastels Neons Coated 9161 C

CMYK: 0, 12, 36, 15RGB: 218, 192, 140HEX: #dac08cPantone: Pastels Neons Coated 9161 C

Eurostile for body copy for marketing and packaging. Salamandre for titles for marketing and packaging.

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Logos

The black and white logo will be used only when necessary, but the teal logo will be used on all the packaging and marketing for the classic flavors.

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Flat Package

The label design above and the lid design to the left represent a new modern and improved

sample design of a classic flavor of the Häagen-Dazs ice cream.

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Product Photography

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