Cadbury's Mini Eggs Might Be Small But Their New Identity Is Mighty

by Chloe Gordon on 03/31/2021 | 3 Minute Read

Easter has a particular way every year of coming out of absolutely nowhere. One day it's winter, and the next day you're in the backyard wearing pastel colors watching kids scramble for eggs. Wild how it happens like that. Thanks to this Cadbury Mini Egg rebrand designed by the brand and design agency Bulletproof, I feel more on top of the holiday this year.

This rebrand is everything you could hope for. The colors are wildly recognizable from the Cadbury branding, but it's still fresh and new. The new look and feel is clean and joyful, with the new identity boosting a year-round appeal as one of Cadbury's core personality brands. The rebrand's whole goal was to capture a sense of nostalgia, and between the perfectly imperfect typeface, the multi-colored graphical eggs, and a bright yellow bag, I'd say this packaging is bringing back a longing for my childhood in the best possible way.


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Bulletproof celebrates the Icon of Easter with Cadbury Mini Eggs rebrand Following the recent redesign of its iconic Dairy Milk Chocolate, Cadbury has rebranded its much-loved Mini Eggs in time for Easter 2021. Having delivered the rebrand for Dairy Milk last year, Cadbury has continued to collaborate with strategic brand design agency Bulletproof, who introduced a new look and feel for the Icon of Easter. 

“What makes Mini Eggs so special is their nostalgic value,” says Jamie Gandee, Creative Director at Bulletproof. “For many people, it’s that one brand that is intrinsically linked to Easter, bringing back happy memories of their childhood and giving opportunities to create new memories with their families today. Our challenge was to capture that intangible feeling in the brand’s new visual identity.”

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Building on the core values of quality and goodness that it introduced for Cadbury, Bulletproof created a new identity for Mini Eggs that celebrates the specialness of the brand, encouraging hiding and sharing, at any time of the year.

The new look and feel is clean, fun and familiar. Drawing on the brand’s rich history for inspiration, the visual identity is built on four key design components. They include a refined version of the Mini Eggs type lock-up that leverages the brand’s playful nature; the accompanying Cadbury script within a purple egg to showcase the quality taste of Cadbury chocolate within the eggs; the iconic photographic egg itself; and the colour yellow, which is not only synonymous with Mini Eggs, but also with Easter and Springtime.

The new identity is being rolled out across a range of Mini Egg products, including the standard pack, giftable Easter eggs and newly introduced Mini Eggs chocolate bars.

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Editorial photograph

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