A Case of Ice Cream

Häagen-Dazs has long stood for premium indulgence, but shifting consumer expectations, ranging from health-consciousness to a trending retro aesthetic, have challenged the ice cream brand’s relevance with younger audiences. Tasked with providing a brand recommendation, I explored its history, performance, consumer insights, and market trends to chart a new direction.

The result was Mattus’s, a legacy revival named after founder Reuben Mattus: a brand that honors the origins of premium ice cream while embracing today’s values of modernity, community, and culture.