Back Cadbury celebrates new global brand identity
Created by design agency Bulletproof , whose Creative Director Clem Halpin is President of this year's Pentawards Jury , the new look and feel aims 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.
Nick Rees, Global Creative Director at Bulletproof said, “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 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. 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 emphasising 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 programme 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.
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”.
The fresh new look for the iconic identities of both Cadbury and Cadbury Dairy Milk lives true to the progressive vision of the founder, John Cadbury. The new identity celebrates the brand’s inherent goodness and generous spirit with a distinctive and modern twist.
The 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.