Cadbury has revealed its new global brand identity, launching in Australia this month across its entire Cadbury Dairy Milk range. The new look aims to celebrate the brand’s inherent spirit while adding a modern twist.
A redrawn wordmark, new iconography and typography are all featured on the new packaging design to evoke a more “natural, authentic and high quality” look and feel.
The redesign takes cues from the Cadbury archives, with a distinctive Dairy Milk pattern based on the original 1905 pack now used to give a “great depth to the iconic Cadbury purple”.
Inspiration for the new Cadbury wordmark was drawn from the founder John Cadbury himself to recreate a crafted signature with a more contemporary feel, while the glass and a half logo has also been redesigned to link directly with the chocolate chunk, emphasising the quality of ingredients.
The new packaging will first be introduced on the relaunch of Cadbury Dairy Milk Marble chocolate blocks, which will be in stores from 17 April.
“Given the uncertain and unfamiliar times, we’re glad to bring a little happiness and nostalgia by relaunching the classic favourite to those around the country who have been asking us to bring Marble back,” Mondelez Australia director of chocolate marketing Paul Chatfield said.
“John Cadbury believed in generosity and the special bonding of people – through a simple block of chocolate. It seems fitting that we’re launching the new Cadbury Dairy Milk packaging to reflect this founding principle of generosity and authenticity at such a challenging time.”
The new brand identity will expand across South Africa and Malaysia later in the year, as well as further markets at the start of 2021.
