A new look for Cadbury's is launching in the UK this month after Pearlfisher created their global rebrand.

The solution was to create a finish that encapsulated the idea of “Say what you see”. Gone are the old product shots that are now replaced with ‘joyful’ expressions of each flavour. Importantly though, the heritage of Cadbury's still remains.

The new approach means each flavour can have its own identity so it can cross different tastes and cultures.

Matthew Williams, marketing director at Cadbury owner Mondelēz International, says, ‘With our new packaging, we hope to bring out the personality of the Cadbury Dairy Milk brand in a generous, optimistic and spontaneous design, while celebrating the links with our past.’

So what’s changed…

  • Brighter colours have been used
  • Product shots are replaced with fun illustrative style elements
  • New typograpghy
  • Simplified
  • QR codes that will give joyful content to make people smile

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