A Cadbury Dairy Milk-inspired makeup palette and a MCoBeauty-branded chocolate block are among the products crossing the confectionery and beauty aisles in a new collaboration between the two brands.
Melbourne-based brand and packaging agency Brand Society has designed the packaging and visual identity for the Cadbury Dairy Milk and MCoBeauty collaboration.
The collaboration includes the MCoBeauty Cadbury Chocolate Eyeshadow Palette, Cadbury Dairy Milk MCoBeauty Chocolate Gift Box, MCoBeauty Limited Edition Cadbury Icons Makeup Box, MCoBeauty Cadbury Dairy Milk Peptide Lip Treatment and Cadbury Dairy Milk MCoBeauty Watermelon Chocolate Block.
Brand Society’s project scope included packaging design, visual identity development, gift format design, artwork development and technical packaging delivery.
Brand Society said the design was developed as a meeting point between the two brands, rather than as a licensing exercise.
“The challenge wasn't making chocolate look like cosmetics,” Brand Society said. “It was creating a visual language that celebrated both brands while preserving the unmistakable recognisability of Cadbury Dairy Milk.”
The design draws on beauty palettes, cosmetic packaging and colour, while retaining Cadbury Dairy Milk’s purple. For the gifting range, Brand Society said it drew inspiration from makeup kits and cosmetic bags.
The agency also worked on typography, illustration and graphic systems, 3D visualisation and partner coordination.
Brand Society posted about the project on LinkedIn, naming Mondelēz International and MCoBeauty as the brands involved. It said the collaboration reflects a shift away from brands competing solely within product categories.
The collection is available through Woolworths in Australia.
