In 2008, we re-designed the Cadbury Dairy Milk identity creating a consistent iconic global expression of the logo lock-up, which placed the magic ingredient – a glass-and-a-half of milk – at its heart.

Our challenge for this project was to nurture what makes Cadbury Dairy Milk iconic, whilst bringing to life the character of each and every variant. They needed to become sensations in their own right, within a solution that was globally recognized, whilst retaining the flexibility to accommodate local tastes and cultural nuances.

Cadbury Dairy Milk is an undisputed icon, a brand that holds a unique place in the hearts and minds of consumers around the globe. A product that forms part of the perceived ‘fabric of the nation’ wherever it is sold. It’s for everyone, but equally, it’s everyone’s. Our brief was to achieve one harmonious global design, answering each of the objectives:

- to make Cadbury Dairy milk more contemporary

- to communicate the new Cadbury Dairy Milk brand idea and character of ‘multiply the joy’

- to help shoppers choose the right product for them.

Our design essence, ‘See the joy’, is a visual expression of the brand idea, ‘Multiply the joy’. Visual equity analysis determined the key elements of the brand that should remain: the glass-and-a-half icon, Cadbury logo and Cadbury Purple.

We refreshed the Dairy Milk logotype, created custom variant typography and replaced product shots with an imaginative, joyful expression of each variant, inspired by the idea ‘say what you see’.

This unique and engaging approach communicates the product experience in a generous, tasty and playful way, inspiring consumers to try different variants and share their joy with friends and family.

The new global re-design for Cadbury Diary Milk and the core variants have just launched and are now rolling out across all global markets, beginning with South Africa. See confidential information.