After successfully redesigning Häagen-Dazs packaging in the grocery freezer aisle, Chase Design Group focused on Häagen-Dazs shops including the design of signage, materials, fixtures, shop packaging, dessert imagery, menus, floors, furniture, and even uniforms. The program seamlessly extends across diverse shop formats, including standalone shops, inline mall shops, and enticing indoor and outdoor kiosks.

The goal was to create a space that customers could feel excited about –- one that felt modern, but in keeping with the new design aesthetic. The evolution includes an expanded palette of bright sophisticated colors that inspire and feel welcoming.

After an in-depth analysis of the shops program, it was clear that while the design had strong brand recognition, it lacked personality. To address this, we aimed to introduce a new and artistic energy by strategically placing creative focal points like murals, sculptures, and storytelling elements throughout the shop. Additionally, our thoughtfully curated color palette and material choices were selected to create a warm, high-quality atmosphere. To enhance the ordering experience, we incorporated captivating dessert imagery and introduced new menus and signage, all aimed at facilitating a smoother and more enjoyable shopping experience for customers.

“‘Artful’ was at the top of our list when thinking through the design of the space,” says Jon Arriaza, Senior Design Director, Chase Design Group. “We designed unique focal points throughout the space, so customers can absorb the creativity and art of every piece along their ordering journey. The Brand Tapestry Mural weaves in abstract representations of the pure ingredients Häagen-Dazs is known for. The cove behind the front counter calls attention to the main ordering space, while displaying custom sculptures of a strawberry, vanilla flower, and melty caramel cube. All of these use elements that are inspired by the packaging redesign, making clear connections for the brand across every touchpoint.”