Bulletproof recently created a fresh new look for Cadbury and Cadbury Dairy Milk. The new identity celebrates the progressive vision of founder John Cadbury, building on the brand's inherent goodness and generous spirit. The new look features a redrawn wordmark, new iconography and typography aimed to reinforce the unique Cadbury Dairy Milk assets and product story at a time when consumers are looking for more natural, authentic, and higher quality offers.
Taking cues from the archives, 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, further emphasizing the quality of the ingredients and the classic creamy taste of Cadbury Dairy Milk that the nation loves.
As interest and demand for sustainably sourced products increases, Cadbury wanted to share more about its long-standing commitment to cocoa farmers and the environment, on the new packaging. The Cocoa Life sustainability program has been integral to the brand for the past eight years helping to train 140,000 cocoa farmers to look after the environment; helping to plant 1.2 million trees in cocoa regions across the world and helping to ensure cocoa farming is a viable livelihood. This has ensured that every Cadbury Dairy Milk chocolate chunk is 100% sustainably sourced.
"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," commented Nick Rees, Global Creative Director at Bulletproof.