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
Under the idea of “weird collaboration,” I created a new concept between ice cream brand Häagen‑Dazs and eyewear brand Gentle Monster, developing a new collaboration identity by extracting and recombining core visual features from both brands.
Challenges
This project began with the idea of creating a new product and package under the concept of “weird collaboration.”
Häagen‑Dazs is widely known for its fun, whimsical, and flavour-driven visuals,
and Gentle Monster is recognized for its luxurious and contemporary identity.
While ice cream brand often uses vibrant colours and playful moods, eyewear branding more tends to emphasize
sophistication, heritage, and classic moods. It was needed to determine which brand should lead the identity
and which should support it.
Rather than simply merging two different visual identities, the project needed defining clear roles
between the two brands while maintaining recognizable features from each.
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
Solution
Gentle Monster × Häagen-Dazs
The project began with studying the visual systems of Häagen‑Dazs and Gentle Monster, including their colours, typography, and marketing imagery. Through this analysis, it became clear that both brands derive much of their visual identity from their products; Häagen-Dazs communicates their brands by ice cream flavours, while Gentle Monster emphasizes material, structure, and distinctive eyewear shapes. To merge these features harmoniously, I retained Gentle Monster’s eyewear frames while introducing lens colours inspired by Häagen‑Dazs' ice cream flavours.
Tagline
Wear Your Flavour
Inspired by Häagen-Dazs’ tagline “Make Every Day Extraordinary,” the collaboration brand introduces the new message, “Wear Your Flavour.” The tagline communicates the act of wearing eyewear with the sensory experience of ice cream flavours, visually and conceptually bridging the two brands.
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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