The consultancy has been engaged to work on strategy, brand architecture, identity and packaging design.
Mondelēz initiated the project as it saw an opportunity to make the best of the “emotional, approachable and warm relationship” that the Cadbury brand has with consumers, according to Pearlfisher.
The product is targeting “thoughtful givers” and will be initially launched to the Indian market.
It has been designed to be “beautiful from the inside out” according to Pearlfisher creative director Sarah Cattle who says: “The bespoke gold typeface of the new identity radiates from the inside out.”
The deep colour palette uses the Cadbury purple with highlights of gold added “to amplify the premium nature of the brand” Cattle says.