Bulletproof has redesigned the packaging graphics for Cadbury Old Gold for Mondelēz International, refreshing the brand’s visual identity to appeal to younger consumers while retaining its heritage.
The refresh centres on the brand proposition ‘Rich in Character’, drawing on Old Gold’s bold flavour and the creative flair of its founder, Sir Macpherson Robertson. The design introduces a refreshed gold, clearer packaging architecture and crafted visual details intended to strengthen shelf presence.
Created in 1916 by Melbourne’s MacRobertson’s Confectionery, Old Gold has a long history in the Australian chocolate market. Mondelēz identified an opportunity to attract younger shoppers while maintaining the recognition and character valued by existing consumers.
Bulletproof executive creative director APAC Mark Armstrong said the project required a balance between contemporary relevance and the brand’s heritage.
“Old Gold has always stood apart through its richness, confidence and unmistakable character. Our challenge was to capture that spirit in a way that feels relevant to today's consumers while respecting the brand's remarkable heritage,” Armstrong said.
“By drawing inspiration from its founder's bold creative vision, we've created a visual identity that feels modern and full of personality, helping Old Gold stand out for a new generation of dark chocolate lovers.”
Kate Watson, director, everyday chocolate and meals at Mondelēz International, said the refresh builds on consumers’ existing connection with the brand.
“We’ve created a distinctive identity that continues to recognise the brand’s Australian icon status, elevates its credentials and gives Old Gold renewed presence on shelf.”
The redesign follows what Mondelēz describes as strong growth for Old Gold over recent years. The company said its Old Gold inspired by Bundaberg Rum collaboration attracted new shoppers, reinforcing the brand’s connection with other Australian names with a shared cultural heritage.
