Cadbury Gems

Reimagining Joy: A Passion Project by De Icebreaker

What If Cadbury Gems Got a Glow-Up for the New Generation?

At Deicebreaker, we love a good creative challenge. So, we set ourselves a task:
What if Cadbury Gems got a refresh for today’s audience?Not because it needs to, but because classics evolve. Inspired by PepsiCo’s bold portfolio revamp, we explored how Gems could stay playful, feel fresh, and speak today’s visual language.

Gems Meets Global Pop Culture

Gems isn’t just a snack—it’s a ritual of color, fun, and nostalgia. But in today’s world, brands do more than sit on shelves. They become part of cultural conversations, shaped by symbols, trends, and digital expression.

So, what if Gems itself could talk in that language?

A fresh take on an Icon

We created two 3D Chocolate Girls, each bringing personality and movement:

• One forming a finger heart, a universal symbol of playfulness.
• The other flashing a peace sign, effortless and iconic.

More than mascots, they’re moods—turning packaging into an experience, not just a wrapper.

Designed for Engagement & Impact

• Bold, electric purple backdrop for strong shelf presence.
• Swirling Gems in motion to capture excitement.
• Expressive, playful details that invite interaction.

Why It Matters

At Deicebreaker, we believe packaging should do more than hold a product—it should tell a story, spark joy, and invite connection.

This redesign keeps Gems:

• Culturally relevant for a new generation.
• An interactive, expressive moment.
• A visual identity beyond just colors and typography.

Will Cadbury ever do this? Who knows. But if they do, we hope it’s as bold, playful, and full of personality as the people who love it. And maybe—just maybe—we’d love to be the ones to make it happen.