The Cadbury brand that Canadians know and love has updated its look – the first major design update in 50 years. Retaining some of the visual cues that date back to the company’s origins in the 1800s, the new modern wrapping features fresh typography casting founder John Cadbury’s trademark signature in a bold and contemporary light.
Delicious New Look
Inspired by Mr. Cadbury’s generous spirit and rich heritage, the redesign bridges the gap between heritage and modernity with a redrawn wordmark, new iconography and a novel approach to typography – elements that help to reinforce the product story. Imbuing warmth and authenticity throughout the branding, the signature purple wrapping also features a new pattern design, based on the original packaging from 1905.
The original Cadbury logo before (L) and after new typography (R)
Generosity in Action
“Generosity and goodness are the DNA of Cadbury,” said Natalie DeJong, Brand Manager, Cadbury Dairy Milk, Mondelez Canada. “Our new packaging celebrates our brand’s purpose to bring out the generous instinct in all of us, something that’s more relevant now than ever before.”
Building on the brand’s legacy of generosity in spirit that began in 1824 when John Cadbury opened his shop in Birmingham, England, the Cadbury Bicycle Factory has delivered over 32,000 bicycles over the course of a decade to help students in Ghana travel to school and gain greater access to education. Ghana is one of Cadbury’s primary sources of cocoa.
The Cocoa Life logo, which is prominently featured on the new design, communicates Mondēlez International’s long-standing commitment to sustainably sourced cocoa. The Cocoa Life sourcing program aims to invest $400M by 2022 to empower at least 200,000 cocoa farmers and reach one million community members by encouraging responsible farming, and by helping fight deforestation. Visit Cocoalife.org for more information.
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