Cadbury | From Joy to Generosity | Bulletproof: Skip to main content

FROM JOY
TO GENEROSITY

Bringing depth and meaning back to Cadbury through a global redesign.

Dairy Milk has always been grounded in generosity. When he established the Quaker company in 1824, John Cadbury wanted above all to create wealth for his community. Inspired by his humanitarian spirit, we’ve put goodness at the heart of our redesign: as John believed, there’s a glass and a half of generosity in everyone.

When asked to shift the brand focus from joy to generosity, we jumped at the chance. The recent advertising campaign, ‘inspiring a little more Cadbury Goodness in the world’, explored the small acts of kindness that bring people together. The challenge with our rebrand was combining this idea while showcasing the products’ high-quality credentials.

caramel droplet
caramel droplet

We looked back to move forward and soon found the sweet spot in Cadbury’s history. John Cadbury’s philanthropic values—embracing the notion that there’s a glass and a half in everyone—inspired our core creative idea ‘generous spirit’ and gave an authentic focus for our rebrand.

We were tasked with creating a complete Sensory Brand World for Cadbury globally, moving seamlessly from digital to packaging. With such an extensive portfolio, this became the anchor from which sub-brands and variants could flow. We also sought to empower the use of the Cadbury key brand assets through our design principles that respectfully play to local nuances.

Hazelnut
Cadbury branded shoes and tshirt

We started with the script, which no longer felt like it came from the founders’ hand, so we put the humanity back into it by making it what it always was: a signature.

Various Cadbury billboards and posters

The Dairy Milk typography was also refined to capture the familiarity at the brand’s heart, cemented in bold, uppercase lettering to show pride and stature while showing some playfully modern quirks.

The Glass and a Half logo, which previously poured milk into the Dairy Milk logotype, was repurposed to place the famous Cadbury chunk back at the brand’s core. The elegant, simple logo now pours directly into the chunk, creating the centrepiece of our new Sensory Brand World while visually capturing Cadbury’s generous spirit.

Old Dairy Milk packaging design
New CDM Pack
Australian packs
UK packs
ALWAYS INDEPENDENT
ALWAYS INDEPENDENT
ALWAYS INDEPENDENT
FOREVER RESTLESS
FOREVER RESTLESS
FOREVER RESTLESS
HUSTLE & HEART
HUSTLE & HEART
HUSTLE & HEART
HUSTLE & HEART
HUSTLE & HEART
HUSTLE & HEART