Chinese New Year 2020
Godiva
DASH was hired by luxury Belgian Chocolatier, Godiva, to undertake the creative design of Lunar New Year packaging design and print gifting elements celebrating the Year of the Rat.
For chocolate lovers looking for something a little more refined, Godiva holds a prestige and luxury, while remaining relevant and accessible. Having expanded to several markets in Asia-Pacific, and as a well-known brand for chocolate gifting, Godiva wanted to create special edition chocolates as part of a campaign to boost its marketing for the Lunar New Year and help customers share the joy of the festive season with their loved ones.
sector
food and beverage
work
art direction / packaging design / print design / printing and production
Godiva
Chinese New Year 2020
DASH was hired by luxury Belgian Chocolatier, Godiva, to undertake the creative design of Lunar New Year packaging design and print gifting elements celebrating the Year of the Rat.
For chocolate lovers looking for something a little more refined, Godiva holds a prestige and luxury, while remaining relevant and accessible. Having expanded to several markets in Asia-Pacific, and as a well-known brand for chocolate gifting, Godiva wanted to create special edition chocolates as part of a campaign to boost its marketing for the Lunar New Year and help customers share the joy of the festive season with their loved ones.
sector
food and beverage
work
art direction / packaging design / print design / printing and production
Challenge.
While the Lunar New Year is one of the most important holidays in Asia, Godiva is a Belgian Chocolatier. A major challenge was to communicate the eastern elements of this festival with the western elements of the existing Godiva design, such as its logo and brand identity in a harmonious fashion across any advertising.
The Lunar New Year 2020 celebrates the Year of the Rat and this humble animal is perhaps not as impressive as other zodiac animals such as a dragon or tiger. Similarly, we tend to have negative associations with this rodent. While the design needed to clearly commemorate the Year of the Rat, it needed to do so in a way that was visually appealing to boost the marketing of the product.
Design &Creative Concept.
For the limited edition Lunar New Year series, DASH designed the rat in the style of Chinese calligraphy. This choice keeps the visual structure of the animal while working in harmony with Godiva’s existing design and brand identity. At the same time, calligraphy celebrates and communicates the eastern heritage of the festival while maintaining a sense of modernity. Other elements such as Chinese blossoms add to the celebratory element of the series.
The limited-edition Chinese New Year series helps Godiva further establish itself as the brand for gifting at key festivals and the packaging design meaningfully shares the celebration of this important festival with its customers for the campaign.
Challenge.
While the Lunar New Year is one of the most important holidays in Asia, Godiva is a Belgian Chocolatier. A major challenge was to communicate the eastern elements of this festival with the western elements of the existing Godiva design, such as its logo and brand identity in a harmonious fashion across any advertising.
The Lunar New Year 2020 celebrates the Year of the Rat and this humble animal is perhaps not as impressive as other zodiac animals such as a dragon or tiger. Similarly, we tend to have negative associations with this rodent. While the design needed to clearly commemorate the Year of the Rat, it needed to do so in a way that was visually appealing to boost the marketing of the product.
Design &Creative Concept.
For the limited edition Lunar New Year series, DASH designed the rat in the style of Chinese calligraphy. This choice keeps the visual structure of the animal while working in harmony with Godiva’s existing design and brand identity. At the same time, calligraphy celebrates and communicates the eastern heritage of the festival while maintaining a sense of modernity. Other elements such as Chinese blossoms add to the celebratory element of the series.
The limited-edition Chinese New Year series helps Godiva further establish itself as the brand for gifting at key festivals and the packaging design meaningfully shares the celebration of this important festival with its customers for the campaign.
