This was a diploma project and one I'm proud of. The brief was to design sub-brand Halloween packaging for Cadbury within strict brand guidelines, with the bucket format already set. Which is exactly the kind of constraint that makes you think harder.

THE OPPORTUNITY
To create packaging for a Halloween promotion called Shockolate, aimed at mums buying for primary and pre-school aged children. The packaging needed to stand out in an increasingly cluttered Halloween confectionery aisle while staying true to Cadbury's generous, playful brand spirit.

THE SOLUTION
Most people went straight to Halloween illustration. I went to the print spec. The idea was simple: make the bucket glow in the dark. A spot varnish on the ghost illustrations meant that by day the bucket looked bold and fun, and by night it became something kids would actually want to carry around the street. It also felt like a genuine expression of what Cadbury is all about. Generosity executed playfully. It solved the brief in a way that went beyond decoration, giving mum a genuine extra reason to buy and giving kids a genuinely memorable Halloween moment. The ghost illustrations, textured typography and deep Cadbury purple carried the Shockolate identity across the bucket labels, chocolate wrapper and shelf wobbler, all sitting comfortably within brand guidelines while still feeling like something genuinely new.