During the 1920s, two exciting creative ventures sprang to life in Brussels. One was leading art and design institute La Cambre; the other was Godiva. As the years passed, both La Cambre and Godiva became an integral part of Belgium’s creative scene, which paved the way for an inspired collaboration on the travel-themed Souvenir Collection in 2010.
A Creative Partnership
Tasked with the challenge of updating the packaging of the Souvenir Collection, Godiva’s travel retail team wanted to bring a sense of fun and energy to the new designs, with colourful, contemporary illustrations. Since each box in the Souvenir Collection is inspired by a country or city, the team wanted the packaging to create a visual keepsake of its represented location.
Overseen by illustrator Jean-Manuel Duvivier, La Cambre’s Head of Graphic Design and Illustration, the school held a competition to select a student team: Coline Delaunois, Agathe Lepicard, Laura Dixon and Mathilde Collobert were named as the talented winners.
The Big Idea
After much brainstorming, the young designers came up with an inspired approach: to recreate iconic images from the graphic heritage of a city or country, referencing the monuments, animals, landscapes, symbols, activities and customs that form each location’s unique geo-cultural identity.
The 18 gift boxes in the Souvenir Collection celebrate destinations as far-flung as Korea, Istanbul and Finland. Highlights include the Brazilian box, featuring a feathered samba dancer – her foot resting on a football – with beaches, birds, bridges and mountains. Meanwhile, the London design is decorated with a red phone box, Big Ben, the London Eye, an umbrella, a Queen’s Guard and of course, an iconic black cab.