The Dairy Milk typography was hand drawn, again to capture “the humanity at the brand’s foundation”, cemented in a bold, uppercase lettering to give “pride and authority, but a really fresh modern punch,” Rees says. “Subtle nuances to some characters still add flow, and the small contact between the ‘r’ and ‘y’ of Dairy is delicate, but brings a lot of personality through.”
In the wrapper’s background in glossy purple is a new pattern based the original 1905 pack. This came from research the Bulletproof team undertook at the company archives at Bourneville. “[It is] an Aladdin’s cave of all the Cadbury brands throughout the ages,” Rees says.
“We took every opportunity to immerse ourselves and yet, the most powerful and inspiring find from the brand’s past was the founding principles of John Cadbury himself. His philanthropic vision and commitment to doing good was truly progressive for his time and so we were careful to not simply dig up heritage assets.
We’ve let heritage elements inspire our brand world for the future.” Bulletproof says this new pattern gives the packaging “an element of discovery”.
The new brand identity launches in Australia in May 2020, then South Africa and Malaysia later in the year, with other markets, including the UK & Ireland's, launching at the beginning of 2021.