After 50 years of an unchanged image, the UK based chocolate manufacturer Cadbury has announced the launch of a new brand identity that includes a new packaging and even a new logo. The Cadbury logo of 2020 is today’s lesson!
Being one of the most famous chocolate brands in the world, there was no doubt this rebranding was going to get a lot of media attention, and although those changes had been applauded by some, they are also getting a lot of criticism by others, specially due to the hundreds of thousands of pounds that the company invested for what some may say that “looks like the old one”.
So, who is right? Was the amount of money invested in this rework not worthy regarding the changes that were applied?
Let’s take a look on some of the main alterations that were made on the Cadbury Logo and see what lessons we can get from this rebranding. But first, here’s a little background on the globally recognized company:
Borned in 1824, Cadbury is the second largest confectionery brand in the world and operates in more than 50 countries worldwide, being specially known for its “Dairy Milk” chocolate. It was established in Birmingham, England by John Cadbury that by that time used to sell tea, coffee and drinking chocolate. Since 1921, the logo of the company is based on the director’s signature and it’s easily recognizable by its signature purple: attributes that were maintained in this new rebranding. So, what made the agency Bulletproof maintain these features?
1. Slight Changes that Maintain the Brand Identity
Having one of the most recognizable wordmarks, the changes made on the logotype are really low-key. It evoluted to a thinner, more elegant iteration that is not noticeable for most people. This new logo is truer to the founder’s signature, having a bigger loop in the “b” and a more “swashy” “y”. It evokes a more “airy” vibe, showing off its newly reworked curves that are a way similar to how handwritten should look like. Even the more critical ones that have pointed out that the “u” of the logo now looks like a “w” started to realize that maybe that just adds a more authentic, handwritten charm to it.
Maintaining these characteristics was a stroke of genius, because it added the modernity and freshness that was missing from the brand without compromising the features that made it famous in the first place.
2. When Rebranding, Keep Your Statement Colors
Who doesn’t associate this shade of purple with the creamy Dairy Milk Chocolate? Maintaining their signature color was a masterstroke, especially because it perfectly embodies the product, being Purple a color that is often associated with mystique and luxury.
For years the brand trademarked the tone, especially because the other chocolate brands were using it for their products. Despite the effort, Nestlé won the appeal and continues to use a similar purple in products like “Quality Street”.
3. Make a Reference to your Origins
One of our favorite elements of this rebranding is the new pattern designed by Bulletproof for the brand. It was specially created not only for the outside package of the chocolate, but also for the wrapping paper around it. It evokes, in a really modern and rendered way, the ribbons that Cadbury used in their packaging during the first half of the 1900s. Just feel at the smoothness of those ribbons and the way that the milk melts with the chocolate. Very well accomplished!
4. Contrasts Stands-out from Far
Although both old and new Dairy Milk Logos work well, the new one really stands out, not only for the disparity between the background color and the logo color, but also for the contrast between both of the used fonts. In the image below we can see the way that the typo contrasts with the Cadbury Logo, which did not happen in the old packaging: if you did not look closer, these two elements almost seemed like they were widespread with each other.
It may not seem much, but since chocolate is a product that is sold in market shelves, being appealing from a far distance has its impact on the possible consumers.
5. Never Forget Where you Started
This is the final and major lesson we can get after seeing all the changes that were implemented on the brand re-worked features.
In our opinion, the Bulletproof Design Team brought Cadbury to the year of 2020 successfully with a much more modern twist, but keeping the elements that made the brand stand out in the first place, like their bold purple color or even bringing back elements that evoke their old packaging.
This new look of the brand really captured the "warmth, humanity and authenticity" for which the founder John Cadbury was known for, with a cursive style that adds authenticity and charm to it.
So what do you think? Do you prefer the old or the new Cadbury’s brand identity?
Do you want to know more Logo Rebrands of 2020? Then check this article about the best rebrands of 2020.