Special Packaging

We created a series of topical and fun package designs for Godiva Chocolatier.

Godiva Chocolatier is a manufacturer of premium chocolates and related products. Godiva founded in Belgium in 1926, it owns and operates more than 600 retail boutiques and shops in the United States, Canada, Europe, and Asia and is available via over 10,000 speciality retailers.

In addition to chocolates, Godiva also sells truffles, coffee, cocoa, among many others. The brand also produces seasonal and limited-edition chocolates with special packaging for major holidays. In 2010, I Mean It was commissioned to design one of Godiva’s limited-edition brands, Gems.

The brand had a unique distribution strategy revolving around the retail stores at airports. So, we studied why do people buy chocolate at the terminal. We found out that, aside from immediate consumption,  gifting was a key reason. That insight inspired us to create a series of topical and fun package designs, each communicating a particular characteristic of either the buyer or the recipient of the gift or the city from which’s airport Gems was purchased.

In creating marketing solutions for the chocolate brand Godiva, I Mean It Creative was faced with an interesting task: The company addressed how they were not as successful in selling these individually packaged packs of chocolates, as they were with other products.

So, we came up with a solution:

Let’s say you are going to an event and want to bring some chocolates as a gift. Rather than buying a separate card from another store, this packaging solution allows you to select a ready-printed card to go with your chocolate, which will be attached to the pack itself.

This two-in-one packaging solution gives you the ability to select your own message, in a variety of different ways.

Some options include letters, which allow you to mix and match letters to create your very own message, or simply write out your loved ones name or initials.

Another option targets a big market- travel and cities. Considering Godiva’s unique distribution strategy that revolves around retail stores at airports, these packages provide the perfect souvenir or gift- without necessitating buying a separate card!

Another option features zodiac signs.

An alternative option includes seasons.

One other option is iconic sayings and quotes by the likes of Confucius, Rumi Martin Luther King Jr. and many more, in order to reach our target of a wide variety of audiences.

You may also select ready-made cards with jokes (about chocolate!) printed on them.