Ahead of its centennial in 2026, Belgian chocolatier Godiva has revealed a brand reset with a new visual identity and an updated core product range.
Managed by snacking company Pladis, the brand has relaunched its Gold Collection and signature truffles with refreshed designs, flavours and recipes that draw on its heritage.
The revamp includes a refined logo and an elevated design language, gradually rolling out across packaging, digital platforms and physical retail.
Actress Leighton Meester has been named brand muse, starring in a global campaign that bridges Godiva’s legacy with its renewed vision. Rachel Hilbert, the former Victoria’s Secret model, portrays Lady Godiva – the brand’s “enduring symbol of courage, elegance and authenticity”.
“This reset isn’t just a visual update – it’s a transformation of how we show up in the world,” said Godiva President Steve Lesnard.
“We’re stepping into our second century with more purpose, passion and power than ever. From our partnership with Leighton Meester to the iconic products we’re spotlighting, this is a brand ready to lead the premium chocolate industry again.”
The rebrand, which took over a year to build, responds to shifting consumer expectations for brands that balance heritage with contemporary relevance.
Godiva’s refreshed look retains the chocolatier’s hallmark gold and craftsmanship cues while adopting a cleaner, modern aesthetic aimed at broad, cross-generational appeal.
Lesnard added, “As Godiva approaches its centennial, this brand reset is both a tribute to our rich heritage and a confident step into our future.
“We are celebrating 100 years of craftsmanship while reimagining the brand for the next generation of chocolate lovers. This transformation reflects our confidence, creativity and enduring commitment to premium chocolate.” ✈
