Branding News: Design choice - Cadbury Dairy Milk

Just for a change, I am not going to perpetuate our nation's fascination with our weight.

So, in the light of Cadbury's decision to make the standard Dairy Milk 25% bigger, I will attempt to pre-empt some of the flak it is bound to receive for its apparent lack of responsibility in relation to the ever-increasing obesity problem, and fight its corner.

The Dairy Milk bar celebrated its centenary last year, yet I find it hard to think of any other consumer product that remains largely unchanged throughout the recent turbulence of our economy, let alone two world wars.

Close your eyes and you can picture one now. The design itself is unmistakable. The royal purple packaging with its swirly Cadbury signature and the distinctive 'glass and a half' logo pouring goodness into every chunk.

What Cadbury has been clever in doing is gently evolving the design.

When there are changes, they are executed subtly so as to maintain its customer base while being appealing enough to new markets. If, for example, the logo is altered, the font is left alone; if the graphics change, the colour does not.

What you're left with is this wonderful continuity, making a Dairy Milk from 50 years ago as distinctive and recognisable as the one you bought on your way to work this morning.

Design: In-house.

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