This packaging & visual communication design was made by De Yool Studio for Starbucks Korea.

Concept: The cross-stitch graphic style conveys the idea of a gift from the Heart, while not overtly sweet or feminine. The patterns depict Valentine’s Day-related items such as hearts and flowers, and we brought in a bit of coffee aspects by including mugs and latte cups.

Packaging: There are three sets of chocolate packaging, each outer containing one, two and three Heart Boxes, respectively. Each heart box contains 4 pieces of premium Belgian chocolates. Angular heart shape was inspired by a cross-stitched heart. Putting them in a house-shaped outer, with windows opening to show parts of heart boxes, it represents a home full of love.

When you line up the outer boxes, they look like a little Belgian village, where the chocolates are from. The line up concept continues on the heart boxes. While the red box is positioned as a visual accent, the white boxes have connecting pattern left and right, adding more value as a set. A handle is attached to the outer so that it can double as a shopping bag.