Cadbury Gems was one of my favourite chocolates as a kid. Still is. Its shape and the fact that it comes in such lovely colours, just make it stand out. The taste definitely is awesome. Crunchy from the outside, soft inside. It is a hot favourite not only with kids but also among adults.
A few days back, its new packaging caught my attention. There was something amiss. It lacks the fun, mischief and therefore the happiness that the brand promises. On a white background, these groups of connected circular shapes give more of a feel of a chemical formulation. And I guess that is what the problem with the new packaging is. Though the Cadbury gems website says that “Gems has changed its pack graphics to a more modern, contemporary and an edgy design, together with a change in logo graphics”, I am not sure if it truly reflects what Gems as a brand stands for. Designing is one thing, designing that truly reflects the brand is one thing.
