Fry’s Cream repackaged

Wagstaffs has redesigned Fry’s Creams chocolate brand for Cadbury, after winning a free creative pitch for the project against Beresfords and Cadbury’s in-house design team.

The consultancy’s concept, which includes product illustrations and a new colour palette, has been implemented by the Cadbury in-house team. “We created the concept and the Cadbury team did the artwork to our specifications – its something they do with most of their design work,” says Steve Puxley, creative director at Wagstaffs.