Cadbury unveils first brand redesign in 50 years for Dairy Milk series in UK
Customers in the UK will have the chance to catch the first major redesign in 50 years of Cadbury’s Dairy Milk series, as it hits shelves this month, writes Neill Barston.
As Confectionery Production previously reported, the packaging revamp, which was first seen by Australian customers in the Spring of 2020, with parent company Mondelēz International confirming it would be rolled-out across the world.
According to the business, it believes the redesign, which was undertaken by the Bulletproof design agency, will in still it with a more modern feel that reflects the progressive spirit of the brand’s founder, John Cadbury.
Central to the re-design is a redrawn Cadbury wordmark, a new look for the Dairy Milk logo and a new pack design based on the original Dairy Milk packaging, helping to drive further standout on shelf.
The new visual identity, which will start appearing on single blocks from January before being rolled out across the range during 2021, reinforces the unique and distinctive Cadbury Dairy Milk assets and product story at a time when consumers are looking for more authentic and higher quality offerings.
As the business noted, the new Cadbury wordmark takes inspiration from the hand of the founder of Cadbury, John Cadbury. Furthermore, the Dairy Milk logo has been re-styled with distinctive pattern inspired by the original 1905 Dairy Milk packaging. This was created to offer greater depth to the Cadbury purple colouring.
In addition, the Glass and a Half icon has also been redesigned so that it links directly with the irresistibly iconic chocolate chunk shape.
Pippa Rodgers, Brand Manager for Cadbury Dairy Milk, said on the new visual identity: “Cadbury wanted to celebrate to the brand’s roots by honouring the philanthropic spirit of its founder, John Cadbury.
“The new identity is grounded in the original intent behind the brand, linking where Cadbury came from with what it means to shoppers today – a truly authentic brand and great tasting, quality chocolate.”
The new packs will also give greater emphasis to Cadbury’s Cocoa Life commitment, by including a more prominent Cocoa Life logo on both sides of the bars packaging.
“Although the Cocoa Life programme has been integral to the brand for the past eight years, Cadbury believes the new visual identity emphasises its Cocoa Life commitment, as consumers increasingly scrutinise the sourcing behaviours of the brands they engage with,” added Rodgers.