- Submit Design
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.
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 Coats Design, New Zealand.
Designer: Matt Grantham
Additional Credits: Dan Leggett / Natalie Hunter / Rob Coats
Continuing on the success and new buzz created around the rebrand of Hubbards and the launch of the Amazing Muesli Range, the other existing products and sub branded products in the Hubbards portfolio are being revitalised and repositioned.
One such range is the newly created Hubbards 'Originals' range of mueslis. This is a range that rationalises and brings previously unassociated products under one banner. With fiercely loyal followings and much loved formulations, these products consist of some of the very first sub brands to be launched by Hubbards.
Coats Design's challenge was to bring a tight knit family cohesiveness to what was a mismatched and dated collection of packs.
The solution: borrowing heavily from the cosmetic look and feel of retro screen printing and the happy/accidental ink misregistrations that happen when this is manually done which create a unique, bold colour blocking system to tie the family of five mueslis together. Quirky and rustic typography combine with a symbolic (non photographic) bowl and spoon, adding further layers to idea of these products being loved 'throw backs' to the early days of the brand.
The overall look and feel expands on the new Hubbards quirky and unashamedly kiwi 'can-do' tone-of-voice. Hubbards is, and always has been, a challenger brand in the New Zealand cereal aisle, up against the international brands. Hubbards Originals further cements this position. All new packaging now speaks to Kiwis on a very personal level and every facing is utilised as an opportunity to talk to their consumers.
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
Created & Produced By Chocolate Naive, Lithuania.
Creative Directors: Arunas Matacius, Domantas Uzpalis
Art Director: Arunas Matacius
Designer: Laura Grigaliunaite
Copywriter: Domantas Uzpalis
In a little town named Giedraičiai by the beautiful lake Kiementas on the Eastern side of Lithuania, Chocolate Naive make their bean-to-bar chocolate.
Each and every morning, the chocolate master carefully roasts fresh cacao beans whose delicious aroma gently awakens the residents of the town. Just as they were hundreds of years ago, cacao beans are slowly rolled and conched to release their extraordinary bouquet of fruits, nuts and flowers in a delicately finished chocolate bar. These hand crafted bars are later stored to mature and form a complicated array of tastes and seasonings.
Chocolate Naive has great pleasure in introducing forest goods covered in chocolate.
Designed by Flúor Studio Design Advisors, Portugal.
Design Sucks is an experimental project integrated in Experimenta Design 2013 Biennale with the theme “No Borders”. It’s the result of a partnership between Fluor Studio and Escola Superior de Hotelaria e Turismo do Estoril, where designers and chefs challenged the creativity when designing a new food product based on a similar creative methodology.
5 types of lollipop were developed with 5 different flavors, 5 different colors, corresponding to the 5 basic tastes: bitter, sour, salty, sweet and umami. This project contemplates two distinct stages, the first, which corresponds to the exhibition and performative effect, and a more complex subsequent stage corresponding to their marketing. The lollipops were designed to awaken the senses, tests were made to its resistance, sound (when when they in the mouth) and smell, and above all to its physiological taste that is the central focus of this project.
The use of typography took 2 reasons into account, firstly, as a vehicle for communication of the project itself, because is through the product that the name is revealed. On the other hand, because one of the principles, we explore how the form may or may not influence the taste of food. At the same time it would be interesting to explore this concept by which typography is constructed from other forms. The typography is a tool which assist us by their multiplicity and plasticity: from Futura by Paul Renner designed with basic angular shapes to Gotham Rounded From Futura by Paul Renner designed with basic and angular to Gotham Rounded designed with rounder shapes. Making use of creativity and innovation to conquer the visitors was the purpose of the exhibition, trying to unite and dissipate borders between design and cooking.
Design Sucks took shape through an exhibition at the National Museum of Sport in Lisbon, where giant lollipops are presented as parts of a museum exhibition, and creating a set of 5 packages that would be the extension of the project beyond the museum, part of marketing and commercialization stage.
The reactions to this project may be adverse, these are not flavors or tastes that are used in a lolly or in a candy. We may like it or hate it, but the initial idea was always surprise and teach somehow, how the taste works from a of physiological point of view. We can tell clearly, after the public opening held on the 14th of November, that there are tastes for all, and that preferences were not entirely unanimous. Some were fascinated by the sweet, but there were those who preferred the bitter and those who were surprised by the umami.
Designed by SmashBrand, United States.
Little River Smokehouse, an authentic producer of beef and buffalo jerky, hired SmashBrand to rethink their packaging in order to stand out on the shelf and represent their Native American tradition. Hidden behind previously unimpressive packaging was a bold and delicious jerky product waiting to invite new tasters with bold packaging.
SmashBrand created iconic packaging with colors keyed to flavors, while a combination of white gloss and matte black emphasized key messaging and gave the packaging a feel of quality to reflect the quality of the product. We worked closely with grocery buyers to make sure we were designing a look that would help this small market brand compete with the big dollar brands when slotted in the jerky aisle or racks of a convenience or grocery store.
Designed by Pearlfisher, United States.
Creative Director: Hamish Campbell
Pearlfisher Creative Partner and CCO: Jonathan Ford,
Pearlfisher Executive Vice President: Tess Wicksteed, Pearlfisher
Pearlfisher New York revitalizes the Stonyfield brand portfolio.
Pearlfisher New York has created the new brand architecture, identity, and packaging, for Stonyfield, the leading organic yogurt maker.
Pearlfisher’s challenge was to help unify the growing portfolio of baby and kids yogurts, traditional and Greek yogurts, frozen yogurts, milk and cream; and to convey Stonyfield’s unique organic proposition. Stonyfield’s packaging appeared as a house of niche brands; the goal was to bring those niche brands together with a unifying design principle, expressing the true goodness and premium quality that is at the heart of Stonyfield.
Hamish Campbell, Creative Director at Pearlfisher New York comments, “As the Stonyfield portfolio expanded, many of their organic equities became overshadowed by complicated messaging. We brought out the bold lushness of their farms, making it the forefront of the design and helping to celebrate the personality and vibrancy behind the brand.”
To unify the portfolio, Pearlfisher elevated Stonyfield’s primary equities - the field and sky - incorporating sunlit food photography, an ownable illustration style, and two bespoke typefaces to infuse the brand with character and personality, while the refined identity speaks to the brand’s organic equities, evoking farm-fresh ingredients. By isolating Stonyfield’s core equities and communicating them in a bold and expressive way, Pearlfisher was able to dial up the premium nature of the brand and position it more clearly as the delicious product line it is, full to bursting with flavor and natural goodness. Pearlfisher’s new contemporary design for the brand celebrates the natural richness of Stonyfield’s organic foods and the result is a vibrant reinvention of the Stonyfield brand, emphasizing their premium organic credentials, making them desirable for a new generation.
The new design establishes Stonyfield as a leader in the yogurt category, but also an innovator and pioneers in the organic market overall. Tess Wicksteed, Executive Vice President at Pearlfisher New York explains, “Stonyfield is a healthy business that makes healthy food to help grow healthy people while cherishing a healthy planet. We expressed this holistic approach through the filter of Stonyfield “celebrating the fullness of life.” Our redesign brings this highly motivating idea to life and we look forward to seeing it increasing their influence in the organic market."
The new Stonyfield range started rolling out in stores nationwide fall 2013.
Designed by Murray Brand Communications, United States.
Murray Brand Communications was asked to develop the brand positioning and packaging architecture for Stoneridge Orchards' newest product line in a manner that emphasized quality whole fruit rather than a jelly-filled candy. What's more, the packaging needed to extend across multiple SKUs and deliver a more contemporary, premium feel.
To accomplish this, Murray Brand designers focused on overtly presenting whole fruit images as the center piece of the design. To further support the product's differentiating attributes and positioning, product copy calling out "premium whole fruit" and "the dried fruit experts" was staged in each layout. Final graphic treatments included photography of a rich chocolate splash and cocoa percentage medallion to communicate to consumers that Stoneridge's enrobed fruit products deliver a multi-layered taste profile that's completely unique and rewarding.
Designed by Kaveh Haerian, United States.
School: Maryland Institute College of Art
Hershey's is the largest chocolate manufacturer in the world and a beloved American institution. I chose to develop a Hershey’s product line to a more discerning audience. Chocolate is a gourmet food with fierce loyalists similar to wine and coffee. Hershey’s Origins is focused on the consumer who cares deeply about the quality of the product and also the origin and the ethics of the production process.
Designed by MOI (Mark Oliver, Inc.), United States.
Designer: Mark Oliver
Additional Credit: Design, Patty Devlin-Driskel
Evolla was created to help nonprofit organizations raise money to support their programs and services. The line of chocolate bars offers non-profit supporters a great value in addition to the opportunity to benefit their organizations with the purchase of these products. The design team at MOI (Mark Oliver, Inc.) created a playful and heartfelt approach.
Designed by Max Lippolis of Artis – grafica e design, Italy.
Smilies is line of various snack products. "Allegri Snack", needed some help with creating a new brand strategy that would ensure its further existence. We created the entire visual identity having in mind the fact that it should communicate, above all but not only, with the youngest population. At the end of the creative process, the entire brand was transformed. Many different, imaginary characters were created as a part of the new communicational platform, representing different snacks, each with its own look, and characteristics. That way we managed to realize the client`s idea to have a brand mascot, by creating characters whose faces appear on the packages themselves, as mascots.