Everyday Made Extraordinary

Everyday Made Extraordinary
General Mills Haagen-Dazs

Brand Strategy \ Experience Design \ Packaging Design \ Visual Identity

A delicious rebellion reborn as fashion’s sweetest obsession,
radiating confidence, modern femininity, and unapologetic luxury
in every indulgent expression

Designed as a brand ecosystem rather than a conventional campaign, the initiative transformed Häagen-Dazs from a premium dessert into a symbol of contemporary self-expression. Through immersive retail experiences, collectible packaging, fashion-inspired collaborations, and culturally relevant storytelling, indulgence became visible, shareable, and aspirational. The strategy redefined everyday moments as statements of confidence, femininity, and personal style, allowing the brand to move beyond consumption into culture. In doing so, Häagen-Dazs established a new expression of modern luxury that consumers could wear, feel, desire, and proudly embody.

Mochi Collection Campaign 2018

Fridge Design

Exploratory Initiative with Beats

"This ice cream is from somewhere else,
where taste becomes voice and indulgence becomes identity."

Food Product Design

The Palace Museum Collab

"Longing has always had a shape.
In classical Chinese design, it lived in the window.
A lattice cut not just to let light in,
but to give absence a frame. We put that frame
on a box, because some things remind you that home is where
you're always trying to get back to."

Advertising Campaign

Mid-Autumn Packaging Design

In collaboration with Actress Dilraba Dilmurat

"The design has to be different and convey quality.
It must feel like flavour made visible because Häagen-Dazs doesn’t just sit on shelves, it walks into culture."