Chocolate brand Cadbury Roses has unveiled a new packaging design, swapping its 77-year-old “twist” wrapper for an easy-tear “flow-wrap”.
The new shape is in response to “consumer complaints”, and aims to ensure “no chocolates accidentally unwrap in the box”, Cadbury’s says.
Alongside the new wrapper, there is a new tin shape, both designed in-house at Cadbury.
Design Bridge has also refreshed the visual identity for the brand, which sees a more curved logotype and an updated rose symbol, incorporating the “Thank you” messaging used previously in the brand design.
The new look aims to sit “closer to the historic design but with a modern twist”, Cadbury’s says.
The rebrand also sees an expansion of the chocolate portfolio, with new flavour Almond Caramel Bite added to the range.
Cadbury Roses were first produced in 1938, and originally incorporated an embroidery rose design.