BRANDING: Design choice/cadbury dairy milk

Kellie Chapple, Account director, Design Bridge

In modernising the Cadbury Dairy Milk packaging I believe that the recent redesign has pushed the brand back ten years, and that is not to say I loved the old design.

Yes, purple is still dominant, as well as the 'glass and a half' image, but the design cliches of the early 90s, such as the lozenge and swirl, don't pass as a 'big brand idea' in the 21st century.

Unfortunately, I feel that one of the most famous brands in the world has suffered at the hands of mass globalisation. Global designs can work, but in this case, it looks to be a compromise, especially as it appears to be void of a strong brand idea to hold the design together.

It's also disappointing when brands such as Caramel and Wispa disappear into the folds of the Dairy Milk portfolio. Caramel pieces of chocolate are no longer round and smooth, but chunks like everything else, and Wispa is now called Bubbly.

I'm sure that the redesign won't cause as much uproar as when Kit Kat changed from the foil wrapper and Mars to the 'girlie' typeface, but from a brand that I have grown up with, I expected more.


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