Creative Agency: BLOK
Creative Directors: Vaishnavi Mahendran, Zarko Dumicic
Project Type: Produced, Commercial Work
Client: Global Consumer Products
Packaging Contents: Chocolates
LuvIt is an Indian chocolate and confectionery brand that closely identifies with youth culture. As a brand personality: It's about confidence in yourself, being comfortable with being different and owning it. It's about walking into a room and having all eyes on you, painting the town that special shade of you. The packaging is color-coded with a signature ‘paint drip’ in a series of vivid brand colors for each of their chocolate variants, together with the brand slogan ‘Live It, Own It, Luvit’ - a mantra that identifies with and celebrates the youthful confidence and individuality synonymous with it’s target audience.
The studio was involved with the brand from its inception, creating the brand name and nomenclature, brand personality, visual identity and package design. The chocolate photography was art directed to portray the product in a fresh, engaging format, to suggest ‘sinful abundance’ & 'melting goodness’, that veers away from the standard product photography seen across competition in the market.
The 'paint drip' layout across the package design adds that special touch to the packaging that differentiates itself from the rest of the competition in the market. Special printing was used to create two separate textures on the wrappers, using spot UV gloss finish for the 'paint drip' portion of the wrapper, while using a matte finish for the bottom half of the wrapper showcasing the chocolate photography underneath the 'paint drip'.