Cadbury has unveiled a fresh new look for its iconic Cadbury Dairy Milk brand. Living true to the progressive vision of the founder, John Cadbury, the new identity celebrates the brand’s natural goodness and philanthropic spirit with a distinctive and modern twist. The revitalisation of the Cadbury wordmark drew inspiration from the hand of John Cadbury himself, to create a beautifully crafted signature with a more contemporary feel.
Created by design agency, Bulletproof, the new look and feel, which includes a redrawn wordmark, new iconography and typography 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.
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 slab is 100% sustainably sourced.
Lara Sidersky, Mondelez South Africa Category Lead for Chocolate said, “Cadbury Dairy Milk is a true icon both in South Africa and worldwide – it’s a much-loved 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, “A brand built on generations of natural goodness, passion and generosity; Cadbury Dairy Milk inspires the kind of nostalgia and deep-rooted sense of connection that other brands can only dream about. We knew there was a need to deliver more than just a newly refreshed and modernised design. We wanted to recapture the very spirit of Cadbury; drawing inspiration from its rich heritage to create a modern and playful identity that still has a clear recognition for consumers.”
South Africa is only the second market to unveil the new brand identity, which has started to filter into stores from November 2020, with the full range relaunch expected to be completed in 2021.
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