Häagen Dazs warms to Redjacket rebranding

Redjacket is believed to have been appointed to the top-secret rebranding project being undertaken by international ice cream giant Häagen Dazs.

The consultancy beat Fitch and Crabtree Hall/Plan Créatif to the job.

The project involves the redesign of the client’s worldwide retailing operation in the form of its café chain. The concept will define the high street appearance of the Häagen Dazs brand into the next century (DW 20 March).

Redjacket partner Martyn Bullock declines to comment on the consultancy’s involvement with the project. The ten-strong consultancy is currently developing store formats for Virgin Clothing, and has previously worked on stores for Oasis and HMV.

Crabtree Hall/Plan Créatif managing director David Mackay says the company has been informed that it was not selected from the three-strong shortlist.

Fitch director Zuilmah Wallis says the consultancy has not yet been informed about the results of the selection process.

Häagen Dazs operates cafés in major cities across Europe and The Far East, and has kiosk outlets in sites such as cinemas. Its new image is expected to be radically different.

A spokesman for the group was unable to confirm or deny Redjacket’s appointment.