Cultivating brand potential

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Roll with it

Posted by: Jo Briton

Categories: Branding, Packaging,

Thu, 04 Jun 2015

Cadbury Mini Rolls is refreshing its branding and packaging to bring it into line with the “joy” positioning recently introduced by parent company Cadbury.

Robot Food has created new designs for the cake brand. The agency was tasked with making the Mini Rolls brand more modern, relevant and in keeping with the Cadbury masterbrand.The project follows Pearlfisher’s 2013 rebrand of Cadbury Dairy Milk.

Just goes to show that no matter how big (or small) a business is, consistency is always important.

The redesign sees the new strapline “with BIG personality” added, while each flavour has been given its own individual slogan.

I did feel the old packaging was getting a bit tired and dull, this is a big improvement, like the splash of colour and fun copy and it will appeal to kids and adults alike. I also like the use of the swirl icon. I also kind of want one, like right now….


Source: Design Week




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