Cadbury Roses X MG

Over the past six years, Cadbury Roses has partnered with Australian artists to enhance their “Thank You” message through limited-edition packs, especially for Mother's Day. More recently, they’ve focussed on collaborating with female Indigenous artists to promote diversity and inclusivity through meaningful designs.

In 2023, we introduced the Roses Indigenous Pack by artist Kenita-Lee McCartney, creating gift-worthy narratives for both Valentine's Day and Mother's Day, opening new commercial opportunities for the brand with a broader focus on gratitude, the return of their iconic soft centres with four new flavours and an aim to celebrate all meaningful connections, not just those with mothers. Keep reading to learn how we kept the narrative going with Merindah-Gunya.

/ Project Scope

Strategy
Brand Experience Strategy

Design
Visual Identity, Packaging Design

Assets
Distinctive Brand Asset Management, Typography & Illustration, Image Creation & Retouching, 3D Digital Rendering

Production
Technical Production & Artwork, Production Management, Partner Coordination

For the end of the year season, we wanted to continue to focus and celebrate the artwork created by First Nations artists for the Roses Pack while preserving the integrity of the artists' story, style and symbolism.

This year's collaboration included a Limited-Edition Box launched for Valentine's Day and Mother's Day, while the newly released tins catered to the end-of-year season. For this, we collaborated on two tins: one exclusively for Woolworths and another for other retailers. Both tins are inspired by a story shared by the artist, Merindah-Gunya.Her painting captures the essence of the strong community she has built with those closest to her throughout life's journey.

This deep spiritual connection to her culture has nurtured a profound appreciation for those who support her and contribute to her growth. An important reminder that together we can do so much.