Godiva

Guiding a distinguished confectioner into its first non-food product category.

It was crucial for Godiva that the packaging program for its first home fragrance collection would leverage the company’s existing brand equity to inform the new line of products—without confusing the new scented candles with its famous chocolate confections. We designed custom boxes and vessels that were imbued with the brand and gave Godiva visibility in a highly competitive category.

Services

  • Program Identity Design
  • Packaging Program

Packaging Program for Product Launch

Design Concept Models

Challenge 1

Avoid confusion about non-food product

Home Line and Travel Tins

Home Fragrance Logo

Challenge 2

Leverage brand equity without dilution

Challenge 3

Support future product line extensions

Solution 1

Identify usable legacy brand design cues

Holiday Collection

Solution 2

Create extensible design program

Solution 3

Design custom vessels and packaging