Design Bridge has designed the packaging for Cadbury Milk Tray to mark the centenary year of the product.
Design Bridge has chosen five iconic chocolates that remained unaltered since the brand's launch in 1915. It has made some hand-drawn illustrations based to match the shapes and textures, , reported Packaging Europe.
Design Bridge client director Gemma Roche said: "Our research showed that the packaging had come to be seen as old-fashioned and they had gained the reputation of being a 'last-minute gift'."
"The shapes of the chocolates themselves sparked the fondness that people had for Cadbury Milk Tray.
"The familiar shapes led people to reminisce about their Gran's favourite strawberry cream, their childhood friend's love of the hazelnut swirl and the family gatherings where a box of Cadbury Milk Tray would be happily passed around."
The design also flaunts a gift-tag highlighting the Cadbury Milk Tray brand mark, royal warrant and the five hallmarks.
Design Bridge creative director Kate Galle said: "Using the ownable hallmarks we created a fashion-inspired pattern, much like the prints seen on a designer scarf or beautiful paper-wrapping. We used the pattern like gift-wrapping to cover the box, reiterating the thought behind the gesture."
