Pearlfisher has created the new experiential brand identity and design for Cadbury Dairy Milk.
Having previously created the global expression of Cadbury Dairy Milk in 2008, which hero-ed the magic ingredient 'a glass and half of milk,' 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.
"The creative approach is a balance of measured change and a globally creative big idea," commented Pearlfisher Chief Creative Officer, Jonathan Ford. "Firstly, by analysing key equities we determined which brand elements to treasure or adapt. This was complemented with fresh creative thinking stemming from the brief to create a living, breathing identity that would transform the brand's taste expression and give it life beyond packaging. Our design essence 'See the joy' sits at the heart of the new brand world which revolutionises the expression of the Cadbury Dairy Milk variants, replacing product shots with imaginative, joyful expressions of each flavour and key ingredients.
We have also 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."
The new design for Cadbury Dairy Milk has already successfully launched across global markets including the UK, South Africa, India and Malaysia and will continue to roll out around the globe throughout 2013 and 2014.