Behind Bulletproof’s Redesign for Cadbury’s Iconic Dairy Milk Chocolate

Published

February 1, 2021

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Cadbury Dairy Milk Chocolate is unmistakable—that purple pack pops in the candy aisle or as you turn your cart and get into the checkout line. It’s immensely popular in the UK, where it originated, but consumers from India to Australia to the US have a soft spot for it, too. But when it’s time for a branding and packaging refresh, how do you redesign a beloved brand with nearly 200 years of history?

Cadbury turned to Bulletproof for a new look and feel for their Dairy Milk line (which last went through a redesign from Pearlfisher back in 2013). Cadbury Dairy Milk had a Willy Wonka-like appearance, but they wanted the identity and packaging to reflect more of what consumers loved from the brand’s advertising.

And if you aren’t yet familiar with some of the adverts, well, buckle up and grab the tissues for Cadbury’s “Mum’s Birthday” tv spot.

Theresa Christine Johnson

Theresa entered the world of design through The Dieline. With a background in writing and journalism, she has a passion for discovery and cultivating human connections. Her work for The Dieline is a constant journey to deeply understand all facets of the design process and to investigate what makes designers tick. Theresa’s writing has taken her snorkeling in between the tectonic plates in Iceland, horseback riding through a rural Brazilian town, and riding an octopus art car at Burning Man with Susan Sarandon as part of a funeral procession for Timothy Leary (long story). When not writing, she is planning her next trip or taking too many pictures of her cat.