Canadian Packaging

Moo-ve over for Cadbury's Dairy Milk make-over

By Canadian Packaging Staff   

General Bottling brand make-over Cadbury's Dairy Milk chocolate Pantone lawsuit Pearlfisher QR Codes on packaging

A new design from design agency Pearlfisher offers a fun-look for a staid brand.

For a chocolate brand that has been around since 1905, Cadbury‘s Dairy Milk looks surprisingly spry in its new package design.

To be launched in the UK this month, with global distribution to follow, Dairy Milk has a new look thanks to design agency Pearfisher, who have taken a more distinguished but ultimately more sedate package design and turned it into something fun—which is what chocolates should be all about.

According to Pearlfisher, the design (see image above) was inspired by the concept of “say what you see”, and contains fun product shots that are “imaginative, joyful expressions of each flavor” featuring such symbols as: candy-toting dump truck; a nut perced in a mechanical nut; a pretzel-winged chocolate butterfly; the classic honey pot; a coconut tree; a chocolate being peeled like the orange it contains; and of course the iconic milk jug, but featuring a drop of milk that looks suspiciously like a panting tongue… panting for the tasty treat inside, one could assume.

Although the Cadbury “Glass and a Half” logo is retained, Pearlfisher did update it and utilized overall brighter purple colors around it to make it pop on the store shelves.

You can see a You Tube video of the new brand ‘in action’ below:

Cadbury recently lost a legal battle with Nestle – trying unsuccessfully to gain exclusive legal rights to the Pantone 2685c purple color Cadbury uses for its Dairy Milk packaging.

Another new addition to the Dairy Milk packaging is the inclusion of a QR code, which Cadbury says will provide “joyful content designed to make people smile”… okaaaay.

In the UK, the first chocolate variants in new wrappings are: Cadbury Dairy Milk; Cadbury Dairy Milk Whole Nut; and Cadbury Dairy Milk Fruit and Nut.

This is the 21st major redesign of the 108-year-old Dairy Milk brand.

Pearlfisher, with studios in London and New York, are a design studio for brands and people, and have worked with Cadbury for many years. For more information, visit the website at

For more on Cadbury, visit


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