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