Design BridgeDesign Bridge


Design Bridge partners with Cadbury to help find the next Dairy Milk bar

An afternoon of chocolate sampling? Now who could possibly say “no” to that…

Last year our clients at Cadbury launched a national competition for the public to ‘go madbury for Cadbury’, inviting people to submit ideas for their dream chocolate bar, with the winner joining the Cadbury Dairy Milk line up. Once the panel of judges had selected 3 finalists to be made as limited editions for the public to vote on, we were on hand to help bring the creations to life through brand design and naming.

After meeting with Callum, Melanie and Neelam  – the finalists and recipe creators – and learning more about each of them and where their ideas had come from, we decided that the design and name of each bar should celebrate not just the winning flavour combinations, but also their unique individual personalities and stories.

For example, Callum’s recipe was inspired by a barista at his favourite coffee shop in his hometown in Ireland, so our idea was to hide a shamrock in a coffee cup for our ‘Choca-Latte’ design. For Melanie’s ‘The Raspberry Shortcake’, we decided to turn the fruit into a heart to represent her love for her Mum. Melanie’s recipe idea was inspired by the cakes that they used to bake together, and there’s also a tiny butterfly hidden on the back of the pack, which is a nod to the brooch she wears to remember her Mum. For Neelam’s ‘Simply the Zest’ we’ve used a cross section of an orange to represent the sun and her sunny personality.

During our time with Callum, Melanie and Neelam, we sketched out our ideas together, making sure that they each signed them off. These signatures have also been incorporated onto the front of each bar.

We chose to use letterpress typography across the 3 bars to tie them together for the campaign, and the style powerfully brings to mind a ‘Vote For Me’ poster aesthetic, which feels particularly appropriate at a time when political opinions are running high. This look and feel has also been applied to the supporting comms campaign by VCCP, alongside pictures of Callum, Melanie and Neelam.


The result is an emotive brand idea that goes beyond the cliched ‘Best of British’ approach of other ‘vote for the nation’s favourite’ campaigns. It’s a uniquely generous idea that puts the winners at the heart of everything, setting exactly the right tone for the Cadbury brand.

Brand design aside, it’s time to go back to our chocolate sampling.

With the 3 bars currently on sale as Limited Editions in the UK, and a combination of sales results and a public vote to decide on which will become a permanent member of the Dairy Milk family, we wanted to host our own unofficial vote right here in our London Studio to see which one reigned victorious amongst our team…




After the tough task of trying all 3 new flavours and voting for our favourite, it was time to announce our (unofficial) winner.

By just 2 votes, pipping The Raspberry Shortcake to the post, it was Callum’s Choca-Latte bar that won our hearts!


Of course our vote was purely for fun, but if you want to get involved in the campaign then you’ll find the bars in retailers all over the UK, and you can vote for your favourite at

Special thanks to Asa, Hayley, Charlotte H, Sam G and Belinda for their chocolate-y efforts.


Introducing our “Welcome Home” Limited Edition Smirnoff bottle for Pride 2019


We are Proud to Pride