Mid-Autumn 2019

Godiva

Designing packaging and marketing materials to promote Godiva’s limited edition Mid-Autumn festival collection.

Godiva is a luxury Belgian Chocolatier and a well-known brand for chocolate gifting during holidays and special occasions. For the Mid-Autumn festival, Godiva created a limited edition celebratory chocolate collection for those who wished to gift chocolate to friends, family or loved ones for the occasion. Godiva hired DASH to create the art direction, packaging and print design for the limited edition series.


sector

food and beverage


work

art direction   /   packaging design   /   print design   /   printing and production

Godiva

Mid-Autumn 2019

Designing packaging and marketing materials to promote Godiva’s limited edition Mid-Autumn festival collection.

Godiva is a luxury Belgian Chocolatier and a well-known brand for chocolate gifting during holidays and special occasions. For the Mid-Autumn festival, Godiva created a limited edition celebratory chocolate collection for those who wished to gift chocolate to friends, family or loved ones for the occasion. Godiva hired DASH to create the art direction, packaging and print design for the limited edition series.


sector

food and beverage


work

art direction   /   packaging design   /   print design   /   printing and production

Challenge.

With any limited edition, the challenge is to keep the art direction and design unique so it is clear this is a one-off series, while ensuring that the overall packaging design works in harmony with existing branding. DASH needed to ensure that the Belgian chocolatier’s western-style branding – as seen in its logo of a woman riding a horse – would work in harmony with any special design or elements that clearly promote the Mid-Autumn festival.

Creative Design &Direction.

To create the design for the limited edition packaging, DASH drew inspiration from traditional symbols of the Mid-Autumn festival and Chinese culture. The moon is a key icon of the festival representing abundance, happiness and wellbeing. DASH paired this moon symbol with a lotus, one of the most significant flowers in Chinese culture. The lotus symbolises perfection, purity and is often portrayed in Chinese art and poetry. By combining these two elements – the moon and lotus – DASH was able to create a symbolic packaging design that worked in harmony with Godiva’s existing elements and communicated the spirit of the Mid-Autumn festival. The chosen colour pallet also adhered to the festival’s traditions, with red communicating fortune, joy and happiness and hints of gold representing prosperity and communicating a sense of luxury. The chosen symbols of the design were incorporated into the wider brochure design, flyers, hampers and special gift boxes.

Godiva | Mid-Autumn 2019

Challenge.

With any limited edition, the challenge is to keep the art direction and design unique so it is clear this is a one-off series, while ensuring that the overall packaging design works in harmony with existing branding. DASH needed to ensure that the Belgian chocolatier’s western-style branding – as seen in its logo of a woman riding a horse – would work in harmony with any special design or elements that clearly promote the Mid-Autumn festival.

Creative Design &Direction.

To create the design for the limited edition packaging, DASH drew inspiration from traditional symbols of the Mid-Autumn festival and Chinese culture. The moon is a key icon of the festival representing abundance, happiness and wellbeing. DASH paired this moon symbol with a lotus, one of the most significant flowers in Chinese culture. The lotus symbolises perfection, purity and is often portrayed in Chinese art and poetry. By combining these two elements – the moon and lotus – DASH was able to create a symbolic packaging design that worked in harmony with Godiva’s existing elements and communicated the spirit of the Mid-Autumn festival. The chosen colour pallet also adhered to the festival’s traditions, with red communicating fortune, joy and happiness and hints of gold representing prosperity and communicating a sense of luxury. The chosen symbols of the design were incorporated into the wider brochure design, flyers, hampers and special gift boxes.