Tradition and Modernity
- Carton Converter: Mayr-Melnhof Packaging UK
- Brand Owner: Mondelez
- Structural Designer: Tim Bourne, Jon Simms/Mayr-Melnhof Packaging UK
- Graphic Designer: Cadbury Heroes: SGS graphic design | Cadbury Roses: Design Bridge graphic design
- Cartonboard Manufacturer: Stora Enso
- Mayr-Melnhof Packaging UK Mayr-Melnhof Packaging UK
- European Carton Excellence Awards 2015
The idea was to redesign an iconic brand pack dating back to 1938 whilst retaining its most important characteristics – in combination with the exclusive use of cartonboard. At the same time, manufacturing and filling were to be made more efficient and cost-effective. The curved and tapered shape shows cartonboard in a new light as a material and is also conspicuous on the shelf.