WINNER

Cadbury Glow Luxury Packaging by Mondelēz International

Congratulations to Cadbury Glow the judges felt this was a ‘Superb presentation of the product adding real Luxury Packaging to the pack and making it very special with ‘brilliant cardboard engineering’.

Cadbury Glow offers givers an elegantly designed gift with subtle, luxurious cues. Starting with the sleeve, the beautiful graphics connect the brand on multiple levels. The word ‘Glow’ is inviting, subtly whispering to consumers about special moments between you and your loved ones. The centre of the ‘O’ emanates light, offering depth and curiously while connecting the word ‘Glow’ and the design together as one. The light dapples are reminiscent of blurred light through a camera lens, creating a soft, glowing wallpaper that is friendly and inviting. The entire primary packaging is made from metallised cartonboard with the addition of a ribbon loop acting as a nod to traditional gifting cues. In addition, a number of finishes and effects were used to support the graphic elements; a pearlescent varnish creates a shimmering effect together with a spot gloss that enhances the glowing light. The hero features are embossed to draw further attention to the logo and praline image. The inner treasure box allows gold to be the star, with only a simple debossed logo on the front right door coupled with subtle white dapples. The gold and purple graphics are undeniably premium while also being distinctly Cadbury and warm.