Cadbury undergoes first major rebrand in 50 years

Cadbury has undergone its first major rebranding in 50 years for its flagship Cadbury and Dairy Milk bars, which includes a redrawn wordmark, new iconography and typography. The revamp has been created by design agency Bulletproof.

Customers in Australia will be the first to see Cadbury’s new identity hit shelves next month, followed by South Africa and Malaysia later in the year, with the rebrand launching in the UK and Ireland at the start of 2021.

Cadbury’s old wordmark (left) and its new wordmark (right)

The revitalisation of the Cadbury wordmark drew inspiration from the hand of founder John Cadbury himself, to create a newly devised signature with a more contemporary feel.

Taking cues from the archives, the Dairy Milk logotype has been re-designed and a distinctive Dairy Milk pattern based on the original 1905 pack has been created, which gives greater depth and purpose to the iconic Cadbury purple and provides an element of discovery on the packaging.

The iconic Glass and a Half logo has also been redesigned so that it links directly with the chocolate chunk, further emphasising the quality of the ingredients and the classic creamy taste of Cadbury Dairy Milk.

Ben Wicks, global brand director at Cadbury, said: “Cadbury Dairy Milk is a true icon both in the UK and worldwide – it’s the nation’s favourite chocolate brand, with a rich heritage and feeling of nostalgia for many consumers. Over the last three years we have been re-connecting with our roots, which is why the new identity is grounded in the original intent behind the brand and celebrates our unique product credentials and iconic distinctive assets in a modern way”.

Nick Rees, global creative director at Bulletproof, added:  “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.”