Godiva Duty Free Series was an incredible opportunity by Godiva Chocolatier that won illustration awards (Applied Arts 2008; Applied Arts 2009). These boxes were placed in their respective duty free outlets around the world and also made Godiva hundreds of millions of dollars.

After the enormous success of the International Duty Free series, Godiva Chocolatier re-commissioned Alexander Joo Creative to create six boxes for the US market.

This limited edition collection was illustrated in Alexander Joo Creative’s signature dynamic and poppy style, which was a risky departure from Godiva’s ordinarily simple and minimalist gold boxes.

The project proved to be an astute gamble: the 2010 USA Series was also a rousing success that shattered in-store sales in the markets that they appeared.