Brief:
To create a new product range that delivers luxury in an eco-friendly world.
Concept:
I wanted to focus on a a topical issue; palm oil is causing great controversy at the moment due to its huge environmental impact, with confectionery playing a big role, particularly the production of chocolate.
Solution:
A range of palm oil free chocolates for luxury chocolate brand GODIVA.
The visual identity pays homage to the namesake of the brand; Lady Godiva, who represents many of the core values of GODIVA. I reinvented their logo, subtly adjusting it to pay tribute to Anglo-Saxon and 11th Century English writing, while keeping the overall style intact. The colour scheme and the patterns are based around the three flavours in the range; Goji Berry & Sea Salt, Blackcurrant & Almond, and Mango & Coconut. I wanted to achieve an organic texture to emphasise the environmental stance of the range, whilst using a gold foiled outline to enhance a luxury feel.
The boxes are a refreshing new look for GODIVA, standing out against their otherwise dated packaging. They are made out of 25% recycled paper, and the foiling adds a luxury feel without taking away the eco-friendly message behind the product; the base of the box explains GODIVA’s ethos of giving back to the planet. In order to use a minimal amount of ink, I have only placed designs on parts of the net that will be visible when constructed. This new product range would be sold within GODIVA stores and in department store counters, and the colours of these would stand out against their current colour scheme.
Each chocolate slab is topped with the elements of each flavour to give a handcrafted effect, which pairs well with the parchment that they are wrapped in; these are sealed shut with hexagonal stickers of the corresponding icon. Each box holds two wrapped chocolate slabs, and in-between those there is an information card that has a link to the Godiva Cares web page.
