LuvIt is a Indian youth-oriented chocolate brand. LuvIt Cocoisms is the brand's launch into Neapolitan chocolates, designed as a tasting palette of 4 distinct flavours having increasing levels of cocoa content: milk, semi-sweet, bitter-sweet & dark. Our objective was to evoke curiosity among the Indian youth demographic to explore beyond standard milk chocolate available in the market. Cocoisms is an initiation into the art of cocoa tasting, enjoying higher levels of cocoa in one's chocolate.

We drew inspiration from social media personality games & quizzes that resonate strongly with young adults & adapted it to the product's context. Four playful personalities were assigned for each gradual increase in cocoa content, starting with 'The Populist' for the sweetest/lowest in cocoa (32%), followed by 'The Seeker' meant for people searching for a bit more variation in flavor (45% cocoa), after which is 'The Convert' (58% cocoa) for people who've developed an acquired taste for less sweetness in their chocolate & finishing with 'The Puritan' for those who prefer pure dark chocolate containing the highest level of cocoa (70%). With each square of square of chocolate consumed, the inside of the box playfully reveals the question — 'What's your cocoa personality?'

Gold foiling for the logo & brand copy on the front of the box, as well as spot UV for the cocoa bean illustration pattern seen in the background was used to enhance the packaging aesthetic.