29 Mar 2012

Häagen-Dazs

When Hilde told me that the name was takeing from a Sweden I didn't reallt agreed with her. I went home and googled it and found out that the company's name tried to be Scandinavian.. yes really tried but as the girl from Scandinavia I am, I know that the name isn't Scandinavian, Swedish or whatever they wanted it to be. Hmm okey so here's the story;


Häagen-Dazs is just a name created from two made-up word meant to look like Scandinavian words/names for the American target group. But the sad truth is that none of the Scandinavian languages have the digraphs "äa" and "zs" in thier native words or names. Häagen-Dazs = foregin branding.
Mattus, one of the company's creators knew that Denmark was well known for its dairy products and he thought that it had a positive image in USA. He included an outline map of Denmark on early labels, as well as the name of the capital Copenhagen. After this he tried to combine two words to create a uniq and new logo/name for thier comapny. After many hours he finally found these two words - Häagen-Dazs.

It's still a succéss and no one really cares about the name or where it comes from. Häagen-Dazs is Häagen-Dazs.



And this spring they will introduces thier new packing design. The new package of Häagen-Dazs get brighter colors and a cleaner design. The previously illustrated, the ingredients are now photographed and remain clear of a cream colored background. The logo has been modernized and more streamlined. The new packaging will reach stores around the world in the spring 2012.Continuing from the previous design is the burgundy color and the gold details.

According to me the new desing is better, it's more modern and it fits 2012 more than the old one. It's fresh and clean. But Häagen-Dazs still have thier royal and respectfull image by sticking with thíer old colors and especially the goldcolor. After so many years on the market it's hard to lose the customers' trust. Häagen-Dazs "face lift" 2012 will be a success.

What do you think about the new design?
 




ELLEN LINDER

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