We were asked to bring the iconic Cadbury Kids tuck shop favourites up to date and relevant for a new audience. The packaging design needed to be instantly visible on an increasingly busy fixture.

Three of the four chocolate bars were launched in the 1970s and 1980s, while Fudge was created in 1948.


We simplified the brand logo’s for Cadbury Kids on pack to increase impact and convey the individual brand personalities for Fudge, Curlywurly, Freddo and Chomp. A nod to the past but utilising more contemporary letterforms using influence from Kids TV stations.


Big and bold with the promise of a tasty treat! The packaging design showcased the rich Cadbury heritage but with a much more contemporary twist.


“Working with Slice on the re-design of Fudge, Chomp, Curly Wurly, Freddo and Treatsize ranges has been an absolute pleasure – not only was the work spot on, but the whole process was not only painless, but really enjoyable! I’m so delighted with the output, I’m showing it to anyone and everyone who passes my desk.”

Ross Farquhar, Brand Manager, Cadbury’s

If you like our packaging design for Cadbury Kids, you can see some of our work here. Furthermore more of our expanded credentials on Behance.

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