Dove Artés – Kristen Luu

Mars Dove Chocolate - Premium gifting collection

Packaging system, Visual identity, E-commerce

Designed a visual brand identity for Dove Artes, an upgraded experience of chocolate gifting collection that highlighted intentional touch.

BACKGROUND

Owned by Mars Inc, Dove Chocolate is a dominant confectionery brand in China. With the rise of e-commerce in luxury gifting, Dove sought to create an upgraded experience for Dove Artes, its premium chocolate gifting collection. Our challenge was to:

Design a premium packaging system that elevates gifting as an experience.
Transforming Dove Chocolate’s premium gifting collection into a seamless physical and digital experience.
Translate emotional storytelling into design, ensuring every detail conveys thoughtfulness and intention.
Create a seamless unboxing experience that works across both online and offline retail.

Dove Artes chocolate was presented as a relevant choice for many gifting occasions by utilising the use of the sleeve to cover the box with different themes/stories.

The cut-out window and carefully designed illustrations interacted with the box, creating a sense of imagination and playfulness in the whole unboxing experience. The stories I created, which inspired by all of our familiar gifting experiences. It was constructed with the most iconic elements to link back to the emotional perception of gifting.

Developed a design language inspired by iconic gifting moments, reinforcing the joy and thoughtfulness of giving.