4 WEEKS | TEAM PROJECT | PACKAGING DESIGN, RETAIL DESIGN, EXPERIENCE DESIGN
Elevating brand perception through a new in-store experience and a pop-up chocolate speakeasy.
AT A GLANCE
IDEATION | RETAIL DESIGN | EXPERIENTIAL DESIGN | 3D RENDERING
For most of their history, Godiva has been synonymous with luxurious indulgence. However in recent years, the brand has entered the mainstream retail space such as grocery stores and pharmacies. Unfortunately when you remove the chocolate from the Godiva store experience, it goes under-appreciated, which diminishes their reputation as a high-end chocolate brand. While the product and the price-point have remained opulent, the public view of the brand no longer corresponds.
FROM LAVISH TO LACKLUSTER
Godiva has the opportunity now to elevate their brand through modern luxury. Consumers today demand more than just brand name recognition and luxurious products. Luxury has upped it's ante; to stay relevant, high-end brands are now required to provide a moment of impact at every interaction. With this cultural shift, Godiva has the opportunity to elevate its brand experience beyond transaction.
We redesigned the Godiva store experience by adding a more modern style of luxury to each of the touch-points.
For the Godiva store design we reduced much of the clutter in order to better highlight the products. We created a much more minimal, jewelry-store-style display to encourage visitors to take their time observing the chocolates. We also added elegant seating area for customers to sit and enjoy their chocolates in comfort.
For the new packaging we introduced higher quality materials and minimalist design. We kept the signature Godiva gold, but used it as an accent color instead of a primary color to create a more modern look of luxury. We designed the packaging to make the product feel like a treasure to unwrap instead of a last-minute generic gift.
To elevate brand perception, we designed an exclusive, intimate experience for Godiva that celebrates the store's origins in 1926, at the height of Prohibition.
The key to the speakeasy is acquired at the Godiva store itself. When customers do a chocolate tasting they receive a coin with the image of Lady Godiva and an address.
The address on the coin takes visitors to a Lady Godiva inspired art gallery. At the back of the gallery is an oversized painting of Lady Godiva herself. Next to the painting is a slot for patrons to insert their coin, which causes the painting to open as a door to the Speakeasy.
The Lady Godiva speakeasy is dark and swanky with lavish detailing from top to bottom. The menu is filled with chocolate cocktails as well as a wine and chocolate truffle pairing.
After customers place their order through a 1920s style phone, they will be served by a chocolate sommelier who is there to tell them all about the chocolate flavors they have ordered. Additionally, the bar has a wall of taps that serve a variety of molten chocolate flavors for a night of fondue. Finally, when customers are ready to go they can have their leftover chocolates wrapped up in a wooden box with a lock and key so Lady Godiva can be their best kept secret.