Dove/Galaxy is famous for a select range of silky smooth favorites such as the iconic foil-wrapped bar. Around the world, the brand offers a vast array of multi-sensorial experiences beyond pure chocolate. Our challenge was to create a design system for the Galaxy chocolate brand, as it launches a premium tablet for the first ever time. The new assets are unique to the category and stand out from established competition (Lindt, Godiva, Green & Black’s), and leverage the design of the already in-market Galaxy core level products.
A visually appealing aesthetic that feels both on-brand and different versus the category norms, Galaxy Fusions confidently does not show product imagery on the front face. Instead, the design leverages the product truth of the brand in focusing the story on a vibrantly coloured silk device to hold all product information. The brown colour from the core range here becomes the full background, contrasting with a gold foil embossed brandflag to signal a more luxurious taste experience. Graphic illustrations of ingredients embellish and add depth. The pack opening experience is elongated for the consumer with rewards at each point. Inside, the silk explodes into life as a colourful, full-bleed expression, framing the foil-wrapped tablet in the centre. Print finishes of embossing, foil-blocking and satin varnishes were carefully considered to enhance the overall premium feel.
The first three months in market have been strong, with some retailers selling out of product. A hard launch in the UK market will go wide in the second half of the year with more promotion. Social media response from consumers has also been very positive.