Cadburys Dairy Milk

Designed by Pearlfisher, United States / United Kingdom.
Award: 2013 Pentawards Gold

Task
Global redesign for Cadbury Dairy Milk that would nurture what makes the brand iconic, whilst bringing to life the joyful character of each and every bar.

Scope
Brand strategy, brand identity, packaging design and brand guidelines.

Solution
Inspired by the creative idea of ‘Say what you see’ the new design revolutionizes the expression of Cadbury Dairy Milk, replacing product shots with imaginative, joyful expressions of each flavour. This playful new approach gives the variants their own personality and makes each a sensation in their own right within a solution that is globally recognised, whilst retaining the flexibility to accommodate local tastes and cultural nuances.