The Häagen-Dazs Shops executive team identified a business opportunity to penetrate shopping malls with a different concept which doesn't run up against ice-cream competitors. The team approached Zeus Jones to develop an ice-cream beverage retail concept that would use Häagen-Dazs ice cream as an ingredient. Working closely with our clients, we named the concept Häagen-Dazs Blender to take advantage of the ice cream provenance and also signal clearly the beverage focus. The primary identity and brand language take their cues from the classic ice cream parlor then give it a modern twist. The initial form of this retail concept is a kiosk, for which we created a prototype. These kiosks are slated to launch later this year.