Branding
Wednesday March 31, 2021 By David Quintanilla
Cadbury’s Mini Eggs Might Be Small But Their New Identity Is Mighty | Dieline


Easter has a specific manner yearly of popping out of completely nowhere. At some point it is winter, and the following day you are within the yard sporting pastel colours watching youngsters scramble for eggs. Wild the way it occurs like that. Because of this Cadbury Mini Egg rebrand designed by the model and package deal design company Bulletproof, I really feel extra on high of the vacation this 12 months.

This rebrand is all the things you possibly can hope for. The colours are wildly recognizable from the Cadbury branding, nevertheless it’s nonetheless recent and new. The brand new appear and feel is clear and joyful, with the brand new id boosting a year-round enchantment as one among Cadbury’s core character manufacturers. The rebrand’s complete objective was to seize a way of nostalgia, and between the superbly imperfect typeface, the multi-colored graphical eggs, and a brilliant yellow bag, I would say this packaging is bringing again a eager for my childhood in the very best manner.


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Bulletproof celebrates the Icon of Easter with Cadbury Mini Eggs rebrand Following the current redesign of its iconic Dairy Milk Chocolate, Cadbury has rebranded its much-loved Mini Eggs in time for Easter 2021. Having delivered the rebrand for Dairy Milk final 12 months, Cadbury has continued to collaborate with strategic model design company Bulletproof, who launched a brand new appear and feel for the Icon of Easter. 

“What makes Mini Eggs so particular is their nostalgic worth,” says Jamie Gandee, Artistic Director at Bulletproof. “For many individuals, it’s that one model that’s intrinsically linked to Easter, bringing again pleased recollections of their childhood and giving alternatives to create new recollections with their households at this time. Our problem was to seize that intangible feeling within the model’s new visible id.”

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Constructing on the core values of high quality and goodness that it launched for Cadbury, Bulletproof created a brand new id for Mini Eggs that celebrates the specialness of the model, encouraging hiding and sharing, at any time of the 12 months.

The brand new appear and feel is clear, enjoyable and acquainted. Drawing on the model’s wealthy historical past for inspiration, the visible id is constructed on 4 key design elements. They embody a refined model of the Mini Eggs kind lock-up that leverages the model’s playful nature; the accompanying Cadbury script inside a purple egg to showcase the standard style of Cadbury chocolate inside the eggs; the long-lasting photographic egg itself; and the color yellow, which isn’t solely synonymous with Mini Eggs, but additionally with Easter and Springtime.

The brand new id is being rolled out throughout a spread of Mini Egg merchandise, together with the usual pack, giftable Easter eggs and newly launched Mini Eggs chocolate bars.

Editorial photograph
Editorial photograph
Editorial photograph



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