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Cadbury updates visual design

Confectionary company Cadbury has undertaken a rebranding initiative in the form of the first major update to the brand’s visual design in 50 years. According to the company, the new packaging is intended to retain visual cues from the brand’s origins in the 1800s, updated with new typography for the signature of company founder John Cadbury, used as the brand’s logo. In addition, the brand’s existing purple wrapping now incorporates a new pattern design, based on original packaging from 1905. Cadbury is a subsidiary of Mondelez International.

“Generosity and goodness are the DNA of Cadbury,” said Natalie DeJong, brand manager of Cadbury Dairy Milk at Mondelez Canada. “Our new packaging celebrates our brand’s purpose to bring out the generous instinct in all of us, something that’s more relevant now than ever before.”

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