Design agency Bulletproof has added a contemporary twist to the brand’s historic identity, reimagining classic elements. The refreshed Cadbury wordmark is a contemporary take on the signature of the company’s founder, John Cadbury. Meanwhile, the agency reimagined the “Dairy Milk Glass and a Half” logo so that it links directly with the brand’s chocolate chunk symbol, and developed a new pattern for the chocolate based on its original packaging from 1905. A new tagline – “There’s a glass and a half in every one” – makes reference to the brand’s historical recipe which called for a strict amount of milk in every half-pound chocolate bar, as well as the fact that there is kindness in every individual.
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