Exploring Cocoa Content: BLOK's Innovative LuvIt Cocoisms

Neapolitan Chocolates Designed to Engage Young Adults in Cocoa Tasting

As a tasting palette of four distinct flavors based on increasing levels of cocoa content, LuvIt Cocoisms is designed to evoke curiosity among the Indian youth demographic. The concept goes beyond the standard milk chocolate category, initiating consumers into the art of cocoa tasting and the experience of higher cocoa levels in their chocolate.

The design process drew inspiration from social media personality games and quizzes, which resonate strongly with the youth. BLOK assigned playful personalities to each increase in cocoa content, starting with the Populist for the sweetest/lowest in cocoa and finishing with the Puritan for the highest. This approach incites excitement among young adults to experiment with different cocoa content.

Gold foil stamping was used for the logo and brand copy on the box cover, while spot UV was used as a subtle watermarking effect across the box, applied to the cocoa bean illustration pattern in the background. The packaging functions as a box with a window displaying the four chocolate pieces inside. As each square of chocolate is consumed, a hidden text is revealed, playfully posing the question to consumers, "What's your cocoa personality?"

The project was based in Mumbai, India, and took place from May to August 2016. BLOK conducted exploratory research and gained market insights from the client to understand the consumer behavior of new experience-seeking young adults in the chocolate market. The key insight was that youth mainly consumed milk chocolate, and the challenge was to engage the consumer to experiment with higher levels of cocoa.

LuvIt Cocoisms is a testament to BLOK's innovative approach to design, combining creativity, technical expertise, and a deep understanding of consumer behavior. The design's unique properties and its success in engaging young adults in cocoa tasting earned it a Silver A' Packaging Design Award in 2017, a prestigious accolade rewarded to top-of-the-line, creative, and professionally remarkable designs.