LuvIt Rocks

Posted on

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: Pralines
Packaging Substrate / Materials: Paper
Printing Process: Offset printing, Foil stamping, Spot UV

LuvIt is an Indian youth-oriented brand of chocolates. The brand newly launched a collection of pralines targeting young adults. With market research indicating that praline chocolate buyers were primarily middle-aged customers, the research pointed to exciting potential for re-introducing praline chocolates to a fresh customer demographic. Our focus & objective was to develop packaging that was fun, trendy & relatable to young adults whilst retaining the sophisticated elegance intrinsic to praline chocolates.

We reimagined conventional praline shapes, designing 4 custom shapes inspired by precious stones, branded as LuvIt Rocks — a tongue-in-cheek pun suggesting ‘great taste’ while referring to their precious stone-like shapes, referred as ‘rocks’ in youth-speak.

What’s Unique?
The box shape was inspired by jewellery boxes, with an elegant typographic pattern with gold-foiled brand letters playfully enveloping the box. Spot UV was used to add to the luxe aesthetic of the packaging. The box of chocolates come in 3 vibrant colour options to excite customers to choose from.