德芙 – 心心相印

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德芙巧克力官方礼盒 - Love You More Than Chocolate

德芙委托我们为散装心形巧克力设计一款包装,希望能融入一些 DIY 的功能,并传递出情侣之间的爱意。

据此,我们提出一句文案,Love You More Than Chocolate,与巧克力相比,我更爱更多一些。一方面,表达了对恋人浓浓的爱意,另一方面则从侧面暗示出人们对德芙巧克力的喜爱,形成了语义递进的情景化表达。

包装外部,文案中的字母 O 替换为镂空的心形,整句话分布在包装的正、侧、背三个外立面上,以包装结构的手法巧妙的体现了文案中的语义转折。

包装内部为两层抽屉式盒子,可将巧克力拼成心形放置其中上下层叠,表达了心心相印的含义。拼图说明则以邮票的形式委婉的贴在盒盖上,降低了用户的认知成本。抽屉盒盖正中还闷切出心形线条,可作为提手展开,像一只飞舞的蝴蝶。

综上,这次设计并不是一款简单的包装呈现,而是对德芙心形巧克力的一次情感挖掘和概念提升。


Official gift box for Dove Chocolate - Love You More Than Chocolate

Dove commissioned us to design a DIY packaging for the heart-shaped chocolate,hoping to pass love for lovers.

For that, we proposed a slogan Love You More Than Chocolate. On one hand, it shows the love of couples on the other hand it’s progressive expression implies that the popularity of Dove chocolate.

The slogan was arranged to three sides of the packaging sleeve to make a semantic turning ingeniously. All the O letters of in the slogan were replaced by heart-shaped hollow out.

Chocolates could been put up to a heart shape and place on the two drawers inside the packaging. A hint tip was made to stamps on the box cover to reduce the cognitive cost of consumers. The heart-shaped cutting lines on the middle of the cover could opened to a handle like a butterfly dancing in the air.

In summary, this design is not just a simple packaging, but an emotional mining and concept promotion for Dove Chocolate.



项 目:食品包装
客 户:德芙
设 计:Dooo Design Studio + 薄荷品牌设计
时 间:16-12-13


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