After two years as Online Art Director for Godiva I was tasked with aligning the online shopping experience with the boutique-feel of their shops. This incarnation wouldn’t simply be a face-lift, but an entire site re-imagining from layout to photography, presentation to brand voice and an overhaul of all online marketing channels.
Known for their premium chocolates and their celebrated gold box (think the Tiffany of chocolate), Godiva’s level of quality is a given but marketing research revealed that online customers religiously asked, “What’s in the box?”
Showing instead of telling became the basis for the redesign.
Beautiful, real life environments, natural lighting and fresh fruits and nuts replaced the stale in-studio photography. Open box shots, frosted tiles hinting at classic glass display cases and big, bold, tactile images told a story of Deliciousness while a brighter, open site design spoke to the boutique experience.