Old Gold is an Australian heritage brand specializing in dark chocolate founded by Macpherson Robertson in 1916. Roberston started making candy in his family’s home during the week in 1880 and would sell them on foot on Friday and Saturday. It was slow going at first, but his enterprise would grow to become the nation’s largest confectioner, and in 1967, his heirs sold the business to Cadbury.
Today, Old Gold remains popular among Aussies but finds itself in a very different world than it did a century ago. Australian consumers still love dark chocolate, but younger chocoholics were turning to newer craft brands. Old Gold felt it needed a fresher look that stood out on a shelf populated with modern brands, so they retained the services of studio Bulletproof to give them a revitalized brand identity.
