Working under internationally renowned design firm Pearlfisher, MDI were delighted to be tasked in taking their exciting new concepts for the Cadbury Dairy Milk brand and bringing them to life. Pearlfisher‘s creative core for the redesign was the idea of ‘Say what you see’, taking each of the Cadbury Dairy Milk products and distilling them into fun, playful ideas that could be expressed via these cheeky characterisations, while retaining the important aspects of clarity and appeal. We spent over 18 months working directly with the creative team at Pearlfisher. It was our job to take the brilliant concepts and flesh them out into 3-dimensional illustrations, ready to use across packaging and advertising worldwide. Using a combination of CGI and in-house photography it was important to us that we capture the joy inherent in the designs whilst retaining the luxurious appeal of the ingredients that make Cadbury Dairy Milk so delicious.
