Spark the Heart:
A modern touch to show “I love you.”
Russell Stover offers a variety of heart boxes filled with assorted chocolate for Valentine’s Day. Below are a few examples of taking classic heart designs and giving them a modern touch with simple updates to color, typography, and illustration style while still maintaining the heart’s integrity and purpose.
THE BRIEF
Modernize designs without losing each heart’s purpose.
The objective was to modernize the designs with a more premium feel, incorporating updated typefaces and touches of copper while preserving each heart’s purpose. Prominent branding was essential to boost recognition in the competitive Valentine’s market, where outdated designs had placed visuals over brand identity.
The Results
The refreshed heart designs have recieved strong positive feedback from consumer testings. Hitting the market in 2024, it is forecasted for the refreshed hearts to increase sales by 25% based on consumer responses.
Improved perception of brand quality.
Consumers commented on the copper details and the positive influence the color had on their brand expectation.
Increased purchase intent among female shoppers. Female consumers overwhelmingly chose the refreshed designsover the dated and expressed excitement when asked about buying.
Improved gift-ability in terms of recipient gender, age, and relation.
While the animal pun hearts are young & lighthearted, consumers commented on being able to give to many different recipients: partners, children, & friends.
