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.
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.
The beauty of human nature is that, more often than not, it will look for the silver lining in a situation, however dire that situation may seem; it will look for a way to cope or a change to make. As we navigate our way through a global pandemic and the horrendous news articles pile up, much of this change has been around simplifying the life we lead.
Whether it’s cooking from scratch, half an hour of PE with your kids, or recognising the extraordinary feats of key workers with a nationwide round of applause, what seemed to matter before has fallen away. In its place remains goodness in its simplest form; a phone call to a lonely relative, a pint of milk left on a neighbour’s doorstep, or a rainbow painted in a window.
It is this 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. Created by Bulletproof, the new identity, for both Cadbury and Dairy Milk, puts a modern twist on an old classic.
The new identity, which launches in Australia and will arrive in the UK in early 2021, includes the wordmark, iconography and typography, aiming to convey the unique product story. The revitalisation of the wordmark comes from John Cadbury’s actual hand, edited and modernised to create a crafted signature.
The new packs also emphasise Cadbury’s commitment to the Cocoa Life sustainability programme set up by Mondelēz International that has helped cocoa farming to become a viable livelihood for farmers around the world. It ensures that all Cadbury Dairy Milk chocolate is 100% sustainably sourced.
In times of crisis and uncertainty, people often look to old favourites for reassurance and comfort, to brands that have carried them through previous times of strife and so will see them through future ones. Creating a new brand identity that draws on Cadbury’s founding principles only serves to further highlight the quality and spirit of the business. Because goodness and generosity are two things that we really do need most, particularly in a time of global crisis.