Created by design agency Bulletproof, the new look and feel includes a redrawn wordmark, new iconography and typography. 

It aims to reinforce the unique Cadbury Dairy Milk assets and product story at a time when consumers are looking for more natural, authentic and higher quality offers, says Cadbury. 

The brand adds that it took cues from the archives and the Dairy Milk logotype has been recrafted and a distinctive Dairy Milk pattern based on the original 1905 pack. The brand says that this gives greater depth and purpose to the iconic Cadbury purple and provides an element of discovery on the packaging.

The iconic Glass and a Half logo has also been redesigned so that it links directly with the chocolate chunk, which aims to further emphasise the quality of the ingredients and the taste of Cadbury Dairy Milk.

As interest and demand for sustainably sourced products increases, Cadbury says that it wanted to share more about its long-standing commitment to cocoa farmers and the environment on the new packaging.

The Cocoa Life sustainability programme has been integral to the brand for the past eight years, helping to train 140 000 cocoa farmers to look after the environment, helping to plant 1.2 million trees in cocoa regions across the world and helping to ensure cocoa farming is a viable livelihood.

Cadbury says that this has ensured that every Cadbury Dairy Milk chocolate slab is 100% sustainably sourced.

Lara Sidersky, Mondelez South Africa category lead for chocolate, says , "Cadbury Dairy Milk is a true icon both in South Africa and worldwide. It's a much-loved chocolate brand, with a rich heritage and feeling of nostalgia for many consumers."

"Over the last three years, we have been re-connecting with our roots, which is why the new identity is grounded in the original intent behind the brand and celebrates our unique product credentials and iconic distinctive assets in a modern way," adds Sidersky.

Nick Rees, global creative director at BulletProof, says, "A brand built on generations of natural goodness, passion and generosity, Cadbury Dairy Milk inspires the kind of nostalgia and deep-rooted sense of connection that other brands can only dream about."

"We knew there was a need to deliver more than just a newly refreshed and modernised design. We wanted to recapture the very spirit of Cadbury, drawing inspiration from its rich heritage to create a modern and playful identity that still has a clear recognition for consumers," concludes Rees.

South Africa is the second market to unveil the new brand identity, which has started to filter into stores from November 2020. The full range relaunch is expected to be completed in 2021.

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