Cadbury has announced a brand refresh for its iconic Cadbury and Cadbury Dairy Milk bars.
The new designs have been created by design agency Bulletproof and includes a redrawn wordmark, new iconography and typography with the aim of appealing to consumer demand for a more natural and authentic-looking product with the quality associated with Cadbury Dairy Milk.
Owners Mondelēz International also wanted Cadbury to share more about its long-standing Cocoa Life sustainability programme and its commitment to cocoa farmers and the environment on the new packaging.
Cocoa Life aims to invest $400m by 2022 to empower at least 200,000 cocoa farmers and reach one million community members. The initiative builds on the Cadbury Cocoa Partnership, which was founded in Ghana in 2008 to ensure a sustainable future for chocolate.
It is Cadbury’s first image revamp in 50 years and the new design emphasises the brand’s heritage while giving it a cleaner, more modern look and feel.
The Cadbury wordmark, inspired by the signature of founder John Cadbury’s grandson William, has a more contemporary and modern look.
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 favourite chocolate brand, with a rich heritage and feeling of nostalgia for many consumers. Over the past three years, we have been re-connecting 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”.
The new brand identity launches in Australia in May, followed by South Africa and Malaysia later in the year. It is not expected to be seen in the UK & Ireland until the beginning of 2021.
“Like many other heritage brands, Cadbury will be facing challenges from private label and newcomers to the market. To stand out on the shelves and to compete through digital channels, the look and feel need to be simple, elegant and exciting,” Nick Vaus, a partner and creative director at Free the Birds, told Campaign magazine.