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
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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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