Cadbury Dairy Milk

by Tiffanie Pfrang on 12/10/2013 | 2 Minute Read

As part of a long-term relationship, Pearlfisher have created a new brand world for Cadbury Dairy Milk that spans brand strategy, identity creation, packaging design and brand guidelines. Pearlfisher’s challenge for this project was to nurture what makes Cadbury Dairy Milk iconic, whilst bringing to life the joyful character of over 50 global variants. The result is a celebration of the great iconic taste of Cadbury Dairy Milk – taking the brand from iconic to experiential around the world

“We refreshed the Dairy Milk logotype creating a more joyful expression of the brand whilst retaining the milk splashes of the ‘i’ and kick of the ‘k’. Custom typography has also been created for each variant, reinforcing the different personalities of each bar and enhancing navigation and the buying experience.” Johnathan Ford, Pearlfisher Chief Creative Officer

“Our challenge was to create a harmonious global expression for Cadbury Dairy Milk that would bring to life the brand’s iconic and long standing association with Joy, make it more contemporary and ultimately, better help shoppers navigate through the range and chose the right product for them. Pearlfisher have achieved this in a way that stays true to our brand essence with a unique and engaging approach that communicates the Cadbury Dairy Milk product experience in a generous, tasty and playful way. The new design is rejuvenating the chocolate aisle and shopper experience.” Nikhil Rao, Cadbury Global Brand Equity Director at Mondelez

Creative Directors: Sarah Cattle and Natalie Chung, Pearlfisher

Founding Partner & Chief Creative Officer: Jonathan Ford, Pearlfisher

Design Director: Dan Gladden, Pearlfisher

Senior Strategist: Rory Fegan, Pearlfisher Words: Sylvie Saunders, Pearlfisher

Technical Project Director: Henry Leeson, Pearlfisher

Account Directors: Andrew Slade and Margit Wettler, Pearlfisher

Editorial photograph