Major brand revamp unveiled for Godiva, as it prepares to mark its chocolate centenary

A major move has been confirmed by Godiva, as it prepares to unveil a new brand identity for 2026 in celebration of its centenary of operating as a premium chocolate business, reports Neill Barston.

The Belgian business, has continued its programme of expansion around the world, having gained traction in a number of markets outside of its native Europe, including in the US.

Forged in Brussels, Belgium, in 1926, the company has built a reputation for the quality of its bar ranges, is now under the ownership of the Turkish-owned Pladis Group, which has seen notable growth across its related portfolio, which includes the flagship British McVities brand. 

For its latest creative innovation, Godiva’s branding will be given a contemporary twist with a fresh global creative campaign anchored by a reimagined portrayal of Lady Godiva, who the business has asserted represents empowerment and empowerment.

This was recently expressed by the company producing a striking screen advert for its Godiva ranges, prominently featuring Gossip Girl TV star Leighton Meester as the legendary heroine. 

Notably, as the company explained, the core of its brand refresh includes a new Gold collection, offering a fresh take on one of its most loved creations. There is also a Truffle series, blending new designs, flavours and recipes with craftsmanship and storytelling that the brand is known for.

Over a year in the making, the rebrand responds to shifting consumer expectations for brands that blend authenticity with modern relevance. GODIVA’s refreshed look honours its timeless cues of gold and craftsmanship, while introducing a more contemporary aesthetic that resonates across generations.

As the company added, its latest visual refresh has been developed in partnership with BTEC Paris, the new identity will roll out across packaging, retail stores and digital experience, setting the new standard for modern luxury in premium chocolate. Its rebrand comes as it targets renewed global growth and reaching out to new audiences.

Steve Lesnard, Godiva president, said: “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.”