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.