Gentle Dazs
Overview
Wear your flavour
Gentle Dazs is a conceptual collaboration between Gentle Monster and Häagen-Dazs, reimagining how a product can engage multiple senses through design. Rooted in the idea of “Wear Your Flavour,” the project explores how flavour can be translated into a visual and physical experience.
Year
December 2025
Duration
8 Weeks
Type
Branding
Product
Packaging
Role
- Branding Designer
- Packaging Designer
Tools Used
- Adobe Photoshop
- Adobe Illustrator
- Adobe InDesign
I wore (Vanilla) today. What are you wearing?
Project Background
This project explores how two distinct brands – one rooted in fashion
and the other in food — can collaborate while
preserving their individual identities.
Gentle Monster leads the visual and conceptual direction, while
Häagen-Dazs contributes its recognizable flavour
profiles and emotional associations. Together, they form a shared
narrative where flavour becomes something that can
be
seen, not just tasted. Inspired by Häagen-Dazs’ philosophy of “Make
Every Day Extraordinary,” the project reframes
everyday moments into
something expressive, tactile, and memorable.
Challenges & Goals
-
Challenges
The central challenge was translating the abstract idea of “flavour” into a physical, visual form that could exist beyond food. This required designing sunglasses that visually express flavour without being literal, creating packaging that functions as both container and experience, and balancing two distinct brand identities while maintaining coherence. The solution needed to feel playful yet refined, conceptual yet tangible.
-
Goals
The goal was to create a multi-sensory experience that connects product, packaging, and emotion. Rather than focusing solely on aesthetics, the project aimed to transform the act of opening a package into an experiential moment, reinforce brand identity through form, colour, and material, and leave a lasting impression that extends beyond the product itself.
Approach & Key Process
Brand Research
- Studied the identities, values, and visual languages of Gentle Monster and Häagen-Dazs to understand how both brands could coexist within a single experience..
Audiences Understanding
- Analyzed how users interact with lifestyle products and how a physical object could create emotional engagement beyond consumption.
Collaboration Study
- Researched successful cross-brand collaborations to understand how distinct identities can merge while remaining recognizable.
Concept Framing
- Synthesized research insights to define the core narrative and positioning of the collaboration.
Package Strategy
- Determined the role of the mini fridge as both functional packaging and experiential object, shaping how users interact with the product.
Visual Direction
- Established the overall aesthetic direction, including mood, tone, and visual language that bridges both brands.
Moodboard Development
- Explored references related to atmosphere, materiality, colour, and form to define the visual direction.
Identity System
- Designed the collaboration logo, colour palette, and typographic system to ensure consistency across all touchpoints.
Product & Structure Design
- Developed the mini fridge form, internal layout, and physical proportions.
Material Exploration
- Tested materials and finishes to express flavour, temperature, and tactility.
Prototyping
- Built mockups to evaluate scale, usability, and overall experience.
Final Mockups
Assembly & Refinement
Presentation
Collaboration
Gentle Monster × Häagen-Dazs
The collaboration between Gentle Monster and Häagen-Dazs result in a new hybrid brand identity. Gentle Monster serves as the foundation of the collaboration, while Häagen-Dazs brings in the brand’s personality. By combining Gentle Monster’s modern, sleek aesthetic with Häagen-Dazs’ elegant and refined character, a new, distinctive brand identity emerges.
Roles of the Two Brands
-
Brand Foundation
Gentle Monster
-
Brand Personality
Häagen-Dazs
Gentle Monster provides the structural base through its sunglasses designs, while Häagen-Dazs contributes character through lens colours inspired by its flavors. The fusion of form and personality creates a fresh and unexpected brand experience.
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