Cadbury Old Gold has unveiled a refreshed visual identity, developed by brand agency Bulletproof in partnership with Mondelēz International. The redesign brings a contemporary expression to the century-old Australian dark chocolate brand while retaining the heritage and character that define its identity.
Guided by the proposition ‘Rich in Character’, the refreshed design introduces an updated gold colour palette, clearer packaging architecture and bolder visual details. The changes aim to give the brand a more distinctive presence on shelves while creating a visual language that resonates with younger chocolate consumers.
The redesign seeks to balance modern appeal with brand recognition, ensuring that Cadbury Old Gold’s established identity remains central to its next chapter. Rather than moving away from its heritage, the update builds on the qualities that have shaped the brand over the years.
The refresh reflects the growing importance of packaging as a key brand touchpoint, particularly for established products looking to connect with new generations. For Cadbury Old Gold, the challenge is to evolve its visual identity without losing the character that has made it recognisable to consumers.
