Mid-Autumn 2018
Häagen-Dazs
DASH provided Haägen-Dazs with product packaging, visual merchandising and advertising solutions to promote their Mid-Autumn Festival seasonal products.
Having effectively expanded the customer base through these efforts, as reflected by our client’s data, DASH was directly assigned to steer their 2018 Mid-Autumn Festival project, only that this time, DASH was given a new challenge – our client was expecting a single concept and theme that would align the products with the advertising message.
sector
food and beverage
work
creative direction / art direction / packaging design / key visual / food styling / food photography / print design / out-of-home advertisement design / point-of-sale material design / online display advertisement design
Häagen-Dazs
Mid-Autumn 2018
DASH provided Haägen-Dazs with product packaging, visual merchandising and advertising solutions to promote their Mid-Autumn Festival seasonal products.
Having effectively expanded the customer base through these efforts, as reflected by our client’s data, DASH was directly assigned to steer their 2018 Mid-Autumn Festival project, only that this time, DASH was given a new challenge – our client was expecting a single concept and theme that would align the products with the advertising message.
sector
food and beverage
work
creative direction / art direction / packaging design / key visual / food styling / food photography / print design / out-of-home advertisement design / point-of-sale material design / online display advertisement design
Challenge.
It implied that the creative scope would no longer be one-dimensional; rather than merely showing a link between the brand and the Mid-Autumn Festival, we had to tell a coherent brand story to a diversity of customer segments through 13 SKU. Setting off with the objective of creating a Häagen-Dazs Mid-Autumn experience for the target customers, we conducted research and consulted with the client, and the “Embrace the Extraordinary Celebration” concept was thus born.
In our creative practice, we follow neither rules nor norms. Instead of focusing on the artistic aspect at the outset and diving right into the means of presentation, we adopt a more philosophical approach and start by seeking a reasonable explanation of the theme. This leaves us with a lot more possibilities regarding how to express the brand and campaign message.
Design &Creative Concept.
In this case, after perfecting the story integrating the brand, the seasonal products and multiple customer scenarios, we were inspired to present the message with a French touch. “Embrace the Extraordinary Celebration” then became a tagline for an unconventional Mid-Autumn Festival and set our client’s ice-cream mooncakes apart from the tradition.
DASH took a leap of faith by choosing a blue color palette, which goes against the Chinese tradition, and Vincent van Gogh’s “The Starry Night” as the key visual. The artistic, elegant design not only stood out in the market but was also well received by customers.
The entire product and advertising design fully embodied an extraordinary Häagen-Dazs Mid-Autumn experience shared by all, whether it is newly wedded couples, families with elderly and children, or even business partners. And mooncake packaging does not have to end up in the trash bin after a night of wax burning, when it can serve as a pretty decorative object.
Challenge.
It implied that the creative scope would no longer be one-dimensional; rather than merely showing a link between the brand and the Mid-Autumn Festival, we had to tell a coherent brand story to a diversity of customer segments through 13 SKU. Setting off with the objective of creating a Häagen-Dazs Mid-Autumn experience for the target customers, we conducted research and consulted with the client, and the “Embrace the Extraordinary Celebration” concept was thus born.
In our creative practice, we follow neither rules nor norms. Instead of focusing on the artistic aspect at the outset and diving right into the means of presentation, we adopt a more philosophical approach and start by seeking a reasonable explanation of the theme. This leaves us with a lot more possibilities regarding how to express the brand and campaign message.
Design &Creative Concept.
In this case, after perfecting the story integrating the brand, the seasonal products and multiple customer scenarios, we were inspired to present the message with a French touch. “Embrace the Extraordinary Celebration” then became a tagline for an unconventional Mid-Autumn Festival and set our client’s ice-cream mooncakes apart from the tradition.
DASH took a leap of faith by choosing a blue color palette, which goes against the Chinese tradition, and Vincent van Gogh’s “The Starry Night” as the key visual. The artistic, elegant design not only stood out in the market but was also well received by customers.
The entire product and advertising design fully embodied an extraordinary Häagen-Dazs Mid-Autumn experience shared by all, whether it is newly wedded couples, families with elderly and children, or even business partners. And mooncake packaging does not have to end up in the trash bin after a night of wax burning, when it can serve as a pretty decorative object.
