The consultancy, which is on Cadbury’s parent company Kraft Mondolez’s design roster, says it looked to create designs that ‘get chocolates back on the gifting radar’.
Sarah Butler, Pearlfisher creative director, says, ‘The design needed to light up the category with light-hearted emotion and make the giving of Cadbury’s chocolates an easy pleasure.’
The range includes chocolate pralines, which are packaged in either a large or smaller heart or flower shaped box to target for Valentine’s Day and Mother’s Day. The other variants are the Unplanned Tokens boxes of eight pralines and the larger Thoughtful Surprises boxes.
The packaging designs use a bright pink and purple colour palette for the heart-shaped boxes, and a green and purple design for the flower-shaped packs, aiming to create on-shelf stand-out.
Butler says, ‘The brand’s tone of voice aims to delight, without ever trying too hard.’
Messages on the front of packs include ‘With Love’ and ‘Thank You’; while packaging units and the boxes’ inner layer display messages including ‘Give Your Heart’ and ‘Pick Me.’
The range is on sale now, and Pearlfisher says that while the designs target specific Valentine’s and Mother’s Day audiences, they will be used year-round for other gifting occasions.