MARKETING - CADBURY BRAND EXTENSION
There has been a growing number of Singaporeans who suffer from diabetes in recent years. Be it young or old, this illness has affected many. One of the causes of it is a large intake of sugar in their diets. It is also known that diabetic patients have to go through dialysis, as well as taking medicine every day.
The constant routine of dialysis and medicine is one that might be dreaded by many. Hence, I set out to make the process of recovering more lighthearted and enjoyable.
I planned a new version of Cadbury's chocolate; Cadlorie-Lo.
LOGO DRAFTS
For the new logo, I took inspiration from the typical capsule pill shape. I debated on the colours being used as I did not want it to look too similar to that of Cadbury's current logo.
I researched and found that many medical brands made use of the colour blue, along with sans serif fonts, hence I applied that in my logo design.
I decided on this logo as it featured a hint of Cadbury's original branding, making it more easily recognized by customers.
PACKAGING
I wanted my packaging to feature a pill box that could be reused after the chocolate is consumed. At first, I organized the pill box by days of the week. However, I decided to make it more personalized to their dietary requirements. The 7 sections are divided into recommended portions of sugar intake per day. That way, patients can enjoy a small serving of chocolate after their daily medicine.
DESIGN APPROACH
As for the box, I referenced medicine packaging, so as to maintain the look and feel that customers will be able to differentiate from Cadbury's original chocolates. The clean medical look will also appear more reliable and trustworthy in patients' eyes as a product that they can enjoy without having to worry about their sugar intake.
VISUAL MERCHANDISING
Pharmacies are a common visit for diabetic patients after their dialysis sessions. Therefore, I decided on making a booth that replicates a window in a doctor's clinic. Customers will receive their dose of Cadlorie-Lo from a staff via this window.
MARKETING
In order to reach out to members of the general public, I crafted a poster with the tagline "Want to snack without guilt?" This aims to captivate the attention of people with an attractive end result of not gaining weight after snacking.
