Bulletproof Gives Cadbury A New, Revitalized Global Brand Identity
by Bill McCool on 04/15/2020 | 3 Minute Read
Always be rebranding, redesigning, or refreshing.
The last time Cadbury unveiled a brand refresh was back in 2013, and this time out, they turned to Bulletproof to create a new look and feel for the storied chocolate maker. Ripe with invigorated touches like a new wordmark and redesigned milk glasses, the branding agency dug deep into Cadbury’s archives to create something that still manages to feel timely and exciting.
Plus, those Dairy and Milk touches on the wrapper feels like wallpaper straight out of Willy Wonka’s office.
"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.
The revitalization 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, providing 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 ensuring 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 favorite chocolate brand, with a rich heritage and feeling of nostalgia for many consumers. Over the last three years, we have been reconnecting 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.
- Agency: Bulletproof
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