LuvIt is an Indian chocolate brand focused on the youth demographic. For their pralines collection, they wished to target young adults, as the existing pralines consumption demographic was middle-aged customers. The given brief and challenge was to create something that incited curiosity yet was ‘premium and sophisticated’ for young adults.

The shape of the pralines was redesigned, inspired by the geometric shapes of precious gems and branded the range as LuvIt Rocks — a tongue-in-cheek pun implying ‘great taste’ as well as referring to it’s precious stone-inspired shapes or informally termed as ‘rocks’ in youth-speak. The packaging design was inspired by jewellery boxes that contain precious stones. An elegant custom typographic brand pattern was introduced for the packaging with gold-foiled letters that playfully wrap around the box. The boxes come in three distinct colors to choose from as preferred.