The Cadbury Bournville is a premium chocolate. The packaging needed to whisper luxury, look classic yet convey contemporary elegance. At the same time each variant had to distinguish itself from the rest of the flavours, while the whole line had to have an incredible shelf throw to stand out among the crowded confectionery aisle in supermarkets.

 

The finest velvet-textured paper enhanced the premium experience right from the first touch. A way to incorporate the brand feel into the 'Delivery' of the ABCD principle of marketing.

The overall feel was of packaging that doesn't just look good, but draws you in and makes you want to pick it up.