Cadbury Roses X Kenita Lee

The tradition of gift-giving is deeply embedded in human culture, offering a means to express care and connection. Since its inception in 1965, Cadbury Roses has stood as a hallmark of appreciation and gratitude. Yet, in the face of evolving brand landscapes, Roses risked becoming an overlooked classic, perceived more as a convenient choice than a thoughtful gesture.

Tasked with designing a new Limited Edition Mother's Day pack, we recognized an invaluable opportunity not only to realign Roses with Cadbury's strategic vision but to also leverage it as a platform for amplifying underrepresented voices. Keep reading to dig into the details of this fan favourite.

/ Project Scope

Strategy
Brand Story Writing, Brand Experience Strategy

Design
Limited Edition Packaging Design

Assets
Distinctive Brand Asset Management, Typography & Illustration, Image Creation & Retouching

Production
Technical Production & Artwork, Production Management, Partner Coordination

Mother's Day prompted us to explore the expansive nature of love, guiding us towards a narrative that transcends traditional familial bonds to embrace a broader spectrum of relationships. This led to the development of the "Holistic Love" concept, a theme that celebrates diverse forms of affection, including those we share with our communities, cultures, and the natural world. Envisioned as more than just a gift; this became an opportunity to highlight the importance of inclusivity and the value of all relationships.

Central to this year's Mother's Day pack was the collaboration with First Nation Artists, marking the fifth installment in a series dedicated to showcasing emerging talents. This initiative was perfectly aligned with Cadbury's updated brand values of 'authenticity' and 'inspiring goodness', and it played a crucial role in the "Fabric of the Nation" campaign.

By providing a platform through the Limited Edition Roses tin, Cadbury took a significant step in not just celebrating but actively promoting underrepresented artists. This choice transformed the Limited Edition packaging from merely attractive to a deeply meaningful conduit for storytelling and cultural expression.

The artwork, created by Kenita-Lee McCartney, was imbued with vibrant colors and symbols that narrate the essence of holistic love through the tradition of the "walkabout." The use of U-shaped symbols and dotted lines in her design pays homage to ancestors and the interconnectedness of life. This shift away from the iconic Cadbury purple to a more diverse palette was a bold statement on the shelves, signaling to consumers the presence of a deeper, more enriching story.

Through their willingness to explore new paths, Cadbury Roses not only reaffirmed its status as a cherished gifting choice but also embraced its role as a brand leader; serving as catalysts for change and fostering a deeper connection between the giver, the receiver, and the broader tapestry of human experience.