Bulletproof designs new packaging

Cadbury Wholenut

Cadbury has unveiled a fresh new look for the iconic identities of both Cadbury and Cadbury Dairy Milk, created by design agency Bulletproof.

The new look includes a redrawn wordmark, new iconography and typography which aims to reinforce the product story.

The revitalisation of the Cadbury wordmark drew inspiration from the hand of founder John Cadbury himself, to create a beautifully crafted signature with a more contemporary feel.

The Dairy Milk logotype has been recrafted and a distinctive Dairy Milk pattern based on the original 1905 pack has been created, which gives greater depth and purpose to the iconic Cadbury purple and provides an element of discovery on the packaging.

The iconic Glass and a Half logo has also been redesigned so that it links directly with the chocolate chunk.

The packaging also highlights the The Cocoa Life sustainability programme which the brand has been part of for the past eight years.

Ben Wicks, global brand director at Cadbury, said: “Cadbury Dairy Milk is a true icon both in the UK and worldwide – it’s the nation’s favourite chocolate brand, with a rich heritage and feeling of nostalgia for many consumers. Over the last three years we have been re-connecting with our roots, which is why the new identity is grounded in the original intent behind the brand and celebrates our unique product credentials and iconic distinctive assets in a modern way”.

Nick Rees, global creative director at Bulletproof, added: “We wanted to recapture the very spirit of Cadbury so part of the research process involved digging into the Cadbury archives to reinterpret its iconic visual cues to create a modern and playful identity that still has a clear recognition for consumers.”

The new brand identity launch kicks off in Australia in May, followed by South Africa and Malaysia later in the year, with further markets, including the UK & Ireland, launching at the beginning of 2021.

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