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Article | December 31, 2005
Godiva delivers boxed elegance
Godiva Chocolatier Inc., New York City, raises the chocolate bar with its latest offering, Platinum, launched globally in September 2005.
The exquisite products are matched by equally classy boxes.
Distinctive touches center on the arched box cover reminiscent of Godiva’s Truffles introduced last fall (see packworld.com/go/c155) and on the brand’s iconic horse-riding figurehead who appears gold stamped—along with the branding and little else on the minimalist design—and embossed on a special paper that’s wrapped around the lid.
Godiva senior art director Massoud Mansouri credits the creative input of Tolleson Design for the design and McLean Packaging which supplies the paper-wrapped bases and covers for the execution.
McLean provides five boxes for Platinum comprising bases and lids from a four-piece 1.5-oz box to a 60-count 2-lb box. McLean’s automated lines wrap stamped and embossed 48# platinum-colored paper sourced from Gmund North America around the lid. Mansouri says the paper’s textured surface provides a hand-crafted aspect to the packaging.
The lid and base are made of chipboard from Bennington Paperboard Co. supplied in platinum and brown colors respectively. The paper that McLean wraps around the base is offset-printed in a chocolate brown color.
The base however sets the tone according to Mansouri. Its dark chocolate color matches that of the polyvinyl chloride tray inside the box. The trays are thermoformed into a grid of cavities nesting each chocolate. The grid pattern breaks Godiva’s usual scheme which has been trays of round or triangular cavities to match the piece shape according to Mansouri.
“The completion and perfection of both package and product evolved through a coordinated effort” Mansouri says.
Asked about the market reception Mansouri says an extension of the launch beyond the usual one-year period just one month after Platinum’s debut is a good sign. Prices start at $8 for the four-piece 1.5-oz box and increase accordingly.
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