LuvIt is a Indian chocolate and confectionery brand that roots itself in youth culture identifying with confidence, being comfortable with being different and owning it. The brand personality aims to communicate a sense of assurance likening it to “walking into a room and having all eyes on you, painting the town a special shade of you.” The packaging is color-coded with a signature ‘paint drip’ visual device in a series of vivid brand colors for each of their chocolate variants, together with the brand slogan ‘Live It, Own It, Luvit’ – a mantra that identifies with and celebrates the youthful confidence and individuality synonymous with it’s target audience.

Work on this project was from the inception of the brand, including creating the brand-name and nomenclature, brand personality, visual identity and package design. The chocolate photography was art directed to portray the product in a fresh, engaging format, to suggest ‘sinful abundance’’ & melting goodness’, that veers away from the standard product photography seen across competition in the market.