Focusing on “moments for me” to highlight the uncompromising craftsmanship of the brand.
Häagen-Dazs prides itself on being a premium brand that curates exceptional ice cream from quality ingredients, yet their dedication to craftsmanship wasn’t fully translating to their retail experience. In a category of sameness across brands, they needed to stand out from the cold and cluttered competition. This could be done by aligning the brick-and-mortar experience with what Häagen-Dazs was already known for: being a family brand founded on old-world traditions, but with a contemporary twist.
By becoming immersed in the brand and category, and partaking in collaborative creative sessions with the Häagen-Dazs team, Interbrand explored a broad range of ideas before proceeding with a clear direction that would re-energize their shops—creating a truly premium retail experience that aligns with the exceptional quality of their ice cream.
Interbrand created a customer experience for Häagen-Dazs that is as decadent and memorable as their ice cream. The passion and approachable sophistication of the brand was brought to life by flipping the classic cues that are expected in an ice cream shop. The dipping cases are relocated to the back counter, so that the customer has enough space to indulge in highly-encouraged samples. An attractive toppings and finishing bar replaces the standard ice cream bins, reminding the customer how much flexibility they have to create, focusing the customer experience on “moments for me.”
Additionally, the signage has been upgraded to a backlit menu board with gourmet photography—ensuring the ice cream is always shown at its best, tantalizing customers before they even try it. Guests are then free to enjoy their treat under the tin ceiling atop carved wood stools; a far cry from the usual plastic chairs and sterile white seen in other shops.
Taste, Create and Enjoy. This mantra now embodies the brand’s essential values: constructing thoughtfully crafted moments that invite everyone to indulge. The results were immediate: sales were up 16% in 2015, which was for the full year after the remodel.