LuvIt Cocoisms

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Derrick Lin


Creative Agency: BLOK
Creative Directors: Vaishnavi Mahendran, Zarko Dumicic
Project Type: Produced, Commercial Work
Client: Global Consumer Products Pvt. Ltd.
Location: Mumbai, India
Packaging Contents: Neapolitan Chocolates
Packaging Substrate / Materials: Paper
Printing Process: Offset printing, Foil stamping, Spot UV

LuvIt is an Indian youth-oriented chocolate brand. Cocoisms is the brand’s Neapolitan chocolates designed as a tasting palette of 4 distinct chocolate flavours for the Indian chocolate market, having increasing levels of cocoa, i.e milk, semi-sweet, bitter-sweet & dark.

The brand strategy was focussed on targeting a young adult demographic, that according to consumer insight predominantly consume milk chocolates in India. Our objective was to develop a package design solution that could open up the Indian chocolate market, offering new variations in flavour by generating instant curiosity & excitement among young adults to digress from their conventional consumer behaviour and explore different levels of cocoa content in their chocolate consumption. The brand nomenclature was conceptualised as ‘Cocoisms’, to encourage a playful ritual-like experience with the chocolates. Cocoisms is an initiation for the uninitiated, into the art of cocoa tasting, urging consumers to experiment with varying cocoa levels.

What’s Unique?
For the package design, we drew inspiration from social media personality polls & quizzes that resonate strongly with young adults & adapted it to the product’s context. Four tongue-in-cheek personalities were assigned for each gradual increase in cocoa, starting with ‘The Populist’ for the sweetest/lowest in cocoa (32%), next ‘The Seeker’ for people searching for a bit more variation in flavor (45% cocoa), followed by ‘The Convert’ (58% cocoa) for those who’ve developed an a liking for less sweetness in their chocolate & finishing with ‘The Puritan’ for people who prefer pure dark chocolate that contains the highest level of cocoa (70%). With each chocolate consumed, the inside of the box reveals the question — ‘What’s your cocoa personality?’

For the box cover, gold foiling for typography and spot UV for the cocoa bean background illustrations were used to enhance the packaging aesthetic.