As the target audience was young adults, that largely consume milk chocolate in India, our concept aimed to incite excitement to experiment with different cocoa content. We drew inspiration from social media personality games & quizzes that resonate strongly with youth & adapted it to the product's context. We assigned 4 playful personalities for each increase in cocoa content, starting with the Populist for the sweetest/lowest in cocoa & finishing with the Puritan for the highest.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
LuvIt Cocoisms is a range of Neapolitan chocolates from LuvIt, designed as a tasting palette of four distinct flavors based on increasing levels of cocoa content: milk, semi-sweet, bitter-sweet & dark. The concept aims to evoke curiosity among the Indian youth demographic to explore beyond the standard milk chocolate category. Cocoisms is an initiation into the art of cocoa tasting, experiencing higher levels of cocoa in one's chocolate.
OPERATION / FLOW / INTERACTION:
In terms of interaction, the packaging functions as a box with a window displaying the 4 chocolate pieces inside that can slide open, allowing consumers to pick each of the 4 squares of neapolitan chocolates to taste their different cocoa flavors. With each square of chocolate square being consumed, the back of the box reveals a hidden text that playfully poses the question to consumers — 'What's your cocoa personality?'
PROJECT DURATION AND LOCATION:
The project was based in Mumbai, India, starting from May 2016 and finishing in August 2016.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Gold foil stamping was used for the logo, brand copy on the box cover. Spot UV was used as a subtle watermarking effect across the box applied to the cocoa bean illustration pattern in the background.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Box Dimensions (closed): 174 mm x 17 mm x 94 mm
neapolitan, chocolate, chocolates, luvit, blok, packaging, design, cocoa
Exploratory research was done as well as market research from the client was gained. The objective was to understand consumer behaviour of new experience-seeking young adults in the chocolate market. A qualitative methodology was used through alignment meetings with the client, receiving focus group insights on young adults' consumption habits. The key insight was that youth mainly consumed milk chocolate. The focus was to engage the consumer to experiment with higher levels of cocoa.
As the target audience was young adults, that according to consumer insight predominantly consume milk chocolates in India, the challenge was to develop a concept that could generate instant curiosity & excitement among young adults to digress from their conventional consumer behaviour and explore different levels of cocoa content in their chocolate experience.
TEAM MEMBERS (2) :
Vaishnavi Mahendran and Žarko Dumičić
Image #1 : Photographer Qench, LuvIt Cocoisms, 2017.
Image #2 : Photographer Qench, LuvIt Cocoisms, 2017.
Image #3 : Photographer Qench, LuvIt Cocoisms, 2017.
Image #4 : Photographer Qench, LuvIt Cocoisms, 2017.