How do you ‘reset’ an icon?
As we embark on a historic rebrand, I find myself reflecting on what it means to reset an icon. For a century, GODIVA has been synonymous with indulgence, elegance and unparalleled craftsmanship. Our upcoming centenary isn’t simply a celebration of where we’ve been; it’s an opportunity to reimagine how we build on that legacy and shape what comes next.
A reset of a long-standing brand demands care, substance and strategy. It means staying true to the timeless traditions that define us, while evolving to meet the needs of modern consumers. And it’s a challenge we relish.
GODIVA has always been a pioneer in the art of indulgence. Since 1926, our legacy has been defined by innovative thinking and creative flair - from our iconic pink delivery vans that became a beloved sight on Brussels streets, to the exquisite packaging that once drew families to admire our shop windows. Our spirit of innovation lives on in the way we craft recipes, design experiences and elevate every detail of the GODIVA journey. This history gives us the confidence to reimagine what premium chocolate can mean for the next 100 years — just as we’ve done for the last.
A new identity, inspired by our strong female muse
Lady Godiva has always been at the heart of GODIVA’s story - a timeless muse chosen by Pierre and Eugénie Draps to embody elegance, creativity and the courage to break boundaries. As we approach GODIVA’s centennial, her spirit continues to guide us - not as a figure of the past, but as a living inspiration for what’s next, fuelling our passion to constantly reimagine chocolate to create irresistible experiences.
Elevating our products and packaging
This brand reset represents a reimagination of how GODIVA shows up in the world - through the lens of craft, creativity and cultural connection. At its heart is a reimagination of our most iconic collections, including the GODIVA Gold and Truffle assortments. These have been reintroduced with elegant new designs, new recipes, elevated flavour profiles and storytelling rooted in our Belgian heritage. As we step into our second century, we’re redefining modern luxury with purpose - honouring the past while shaping the future of indulgence. Each element is a tribute to the passion and precision that have shaped GODIVA for generations.
Embracing an omnichannel future
To continue our evolution, we’re showing up where it matters most. How? With strategic media investments, influencer partnerships and limited-edition collaborations like our playful GODIVA x Labubu partnership. We’re positioning GODIVA not just as the perfect gift but as an everyday indulgence, unlocking new opportunities for growth and increasing our relevance to our consumers’ lives.
GODIVA’s story has always been a fusion of timeless tradition and creativity - powered by the energy and efforts of our incredible colleagues around the world. That’s why every aspect of this reset, from product innovation to digital storytelling, reflects our mission to honour our heritage while embracing the possibilities of tomorrow.
Only weeks away from our next century, we remain committed to inspiring and delighting consumers around the globe.
