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Cadbury’s new identity celebrates generosity and goodness

It is the spirit of generosity and goodness upon which John Cadbury founded his eponymous chocolate brand and it is to this that Cadbury’s new identity returns.

Izzy Ashton

Deputy Editor, BITE



Cadbury challenged Bulletproof to revitalise the global Cadbury brand identity and Cadbury Dairy Milk brand with the intention of moving Cadbury from a joyful and sometimes artificial aesthetic to unlock the ‘generosity’ and natural goodness at the heart of the brand.

Bulletproof, London

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