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Designed by Pearlfisher, United Kingdom.
Pearlfisher London creates the new experiential brand identity and design for Cadbury Dairy Milk.
As part of a long-term relationship, Pearlfisher have created a new brand world for Cadbury Dairy Milk that spans brand strategy, identity creation, packaging design and brand guidelines.
Cadbury Dairy Milk is an undisputed iconic brand that holds a unique place in the hearts and minds of consumers around the globe. It is a brand that forms part of the perceived ‘fabric of the nation’ wherever it is sold. It’s for everyone, but equally, it’s everyone’s.
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.
Pearlfisher Chief Creative Officer, Jonathan Ford, commented, “The creative approach is a balance of measured change and a globally creative big idea. 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.”
Rory Fegan, Pearlfisher Senior Strategist, described the strategic approach, “The design execution is inspired by the creative idea of ‘Say what you see’. This playful new approach gives the variants their own personality and makes each a sensation in their own right within a solution that is globally recognised, whilst retaining the flexibility to accommodate local tastes and cultural nuances.”
Jonathan Ford adds, “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.”
Nikhil Rao, Cadbury Global Brand Equity Director at Mondelez, commented, “Our challenge was to create a harmonious global expression for Cadbury Dairy Milk that would bring to life the brand’s iconic and long standing association with Joy, make it more contemporary and ultimately, better help shoppers navigate through the range and chose the right product for them. Pearlfisher have achieved this in a way that stays true to our brand essence with a unique and engaging approach that communicates the Cadbury Dairy Milk product experience in a generous, tasty and playful way. The new design is rejuvenating the chocolate aisle and shopper 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.
Desogmed by spoondesign, Greece.
Designer : Spyros Doukas
spoondesign was asked from Delta dairy -the leading greek dairy company - to design their new organic milk range (Delta Bio), consisting of a 3,5% full fat milk and 1,5% fat semi-skimmed milk
The concept was to create a sense of ''innocence'', to depict the values of the organic farming procedure, with a simple -yet effective- fresh and unique way, in order to make a statement and stand out from the competition on the shelves.
Designed by Raison Pure Paris, France.
Colgate Palmolive asked Raison Pure Paris to capture the warmth and generosity of the Mediterranean in a daily body care range.
The agency encapsulates enchanting sensations via luminous graphics and a delightful ingredient composition.
….a unique journey to nourish your skin and wrap you in precious fragrances
Designed by mousegraphics, Greece.
The Briefing (In Brief)
we need a logo, the whole identity design and packaging solutions for our products which include whole frozen fish and frozen, ready to cook sea food".
The target consumer
everyday consumers who look for good value in low prices.
our client wanted simple, user friendly solutions for his products. We made a logo out of the name we were given for the product, i.e. θαλάσσιος κόσμος (sea world), by animating the initial letter θ and shaping it into a fish image.
The whole identity is immediately recognized as sea food and sea work related without being over-designed.
Designed by mousegraphics, Greece.
The briefing (In Brief)
We have a new type of wine which we would like to brand in an interesting way.
The target consumer
Mass market product of good value and good price. Foreign and Greek markets.
The client gave us freedom to think in any possible direction in order to create a consumer friendly, interesting identity for the new wines, which will be sold in Greece and abroad. This is an old family of prestigious winemakers with close ties to the land, the vineyards and even the unique buildings situated since the 19th c. in historic buildings, at the areas of Mantinea and Nemea in the Peloponnese. Updated with organic farming methods, the company's activity aims to produce high quality grapes and wines while protecting the ecosystem and the environment. All the above inspired a design based on the age old figure of the vineyard guardian: the scarecrow. An item of folk art, of basic necessity and common practice, the scarecrow has been the object of fascination by artists and village people alike. Festivals are organized around the world to celebrate the imagination and ingenuity involved in its making. Mousegraphics commissioned a well known Greek artist to draw and then make three different scarecrows to represent the white, red and rose labels. They were then photographed by a fashion and art photographer, with equal care. The brand name "the Guardians" is accompanied on the packaging by the small phrase: "to serve and protect the secrets of good wine-making ", and this summarizes our concept and its references.
Designed by Alexandrov design house, Russia.
Alexandrov design house presents new design-concept of chocolate packing.
There is talk that attrition-Europe style return . An accidental logo «BLACK SQUARE» tries to follow this trend.
The brand is designed for creative target audience. The price segment above average.
Designed by Neumeister, Sweden.
Re-launching a classic
Whoever said you can’t recreate the past, apparently never told Spendrups master brewer, Richard Bengtsson. Inspired by archives and a fascination with historical brewing techniques, Bengtsson did just that, re-launching a Swedish classic that hadn’t been around for over 50 years. Although Melleruds brewery is long gone, we wanted to respect the rebirth of its prized pilsner with a design language that presents the nostalgia and unvarnished aesthetic of the 1940s in a way that is current and inviting. Everything from the logotype to label design and packaging takes you back to a time when simplicity trumped sophistication, colour was a fad, and the words ‘ordinary’ and ‘traditional’ were considered high praise. Fast-forward to the present and you’ve got design that gets noticed, because it is honest. That stays fresh, because it is authentic. The perfect dressing for a beer Bengtsson considers “just as it should be.”
Designed by Stelios Pseftogas, Greece.
The name "Adamantinos (Adamantine)" describes metaphorically the character of this fine wine. Geometrical reflections -like those of the diamond sides- span throughout the entire range of the label and become distinguished from the background with the print of spot UV varnish.
Right at the center of the label the rhombus shape has been created by the vertical permutations of the capital letter A. We used golden foil for the red wine and silver for the white one. It is the strong glow of the diamond on the rough surface of the paper. Simplicity and minimalism characterize this label design, expressing this way the sacramental conversion of raw materials from vineyards in bright wines with a special value.
Designed by Foodwill – The Greek food project, Greece.
Foodwill designed the brand identity of “39th Parallel”, a Greek importing company based in Santiago, Chile.
The logo was inspired by the circle as a reference to Greek Ancient Geometry. The name states Greece’s position on the world map as the 39th parallel crosses the Mediterranean Sea.
“39th Parallel” ’s range of products includes sauces, marmelades and olives, all produced in Greece with local ingredients.
Designed by Estudio Versus, Spain.
Packaging of a new beer brewed exclusively for La Zaragozana by Estudio Versus and aims to surprise and demonstrate the possibilities of beer.
The research team of Cervezas Ambar with Master Brewer at their head, were "cooked" a beer in which a high ranking with the different contributions of hops originating from nine countries that have been used are harmonized.
Under the name of Amber 10, this proposal has been prepared using 10 varieties of hops and an alcohol content of 10 degrees. It comes in 50cl bottles. mechanically and silkscreened cap.
Designed by Pearlfisher, UK and USA.
To create a distinctive look and feel for Cadbury’s festive range.
Creative strategy, packaging design.
The new design moves Cadbury’s visual expression of Christmas away from the traditional character-led aesthetic to a more fun and experiential design that uses Christmas icons in an innovative way to create stand out on-shelf and amplify the festive joy