LuvIt is a Indian youth-oriented chocolate brand. LuvIt Cocoisms is the brand’s 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.

As per the market research received, young adults mainly consume milk chocolate in India. The challenge was to develop a concept that could spark instant curiosity among young adults to digress from conventional consumer behaviour & explore cocoa flavours. Inspired by trending social media personality quizzes popular in youth culture, 4 playful personalities were created to match each increase in cocoa, starting with the Populist for the lowest/sweetest in cocoa & finishing with the Puritan for the highest.