Cadbury briefed FutureBrand to make the product appeal to younger consumers without alienating Roses' older core fans.
The design, a simplified version of the current packaging which will be available from the middle of this month, is aimed at women over the age of 35. The blue of the box has been lightened and the drawing of a rose has become more contemporary.]
In tribute to the well-remembered 1990s TV ad campaign which was based around using Roses to say "thank you", Futurebrand aimed to re-introduce the specialness of the brand and capture the essence of gifting.
The brand name on the packaging has been made more prominent and will appear as a gift card on the front, so enhancing the gift appeal and stand out.
Alan Flude, creative director at FutureBrand, said: "The packaging has not undergone a major re-design for a long time so moving the brand forward and still keeping it friendly and inclusive was a challenge."