Daily Archives: 19/06/2020

Cadbury rebrand

In its newly unveiled brand identity, the company attempts to tread the fine line between heritage and modernity, retaining its signature purple hue but introducing a redrawn wordmark, new iconography and a fresh approach to typography.

Created by design agency Bulletproof, the refreshed Cadbury wordmark is a contemporary take on the signature of the company’s founder, John Cadbury.

Meanwhile, the agency reimagined the Dairy Milk Glass and a Half logo so that it links directly with the brand’s chocolate chunk symbol, and developed a new pattern for the chocolate based on its original packaging from 1905.Nick Rees, global creative director at Bulletproof, says: “We wanted to recapture the very spirit of Cadbury, so part of the research process involved digging into the Cadbury archives to reinterpret its iconic visual cues to create a modern and playful identity that still has a clear recognition for consumers.”The new brand identity was kicking off in Australia in May, followed by South Africa and Malaysia later in the year, and will be rolled out to other markets including the UK and Ireland at the beginning of 2021.