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About

About

Illustration and Lettering for Cadbury Dairy Milk chocolate.
Published:
CDM Joy Elevator
Illustration and Lettering
Joy Elevator is one of the projects done by Saatchi Saatchi X (Dubai) for Cadbury Dairy Milk. CDM's marketing strategy has always been anchored on "joy". SSX's idea is based on the fact that chocolate, apart from being delicious, is also a mood lifter.

I did the illustration and the lettering based on the Creative Director's rough sketch (or scamp). Below is how I interpreted and brought the idea to life. The final artwork was done with a high degree of flexibilty so that every major element can be rearranged and be used individually or as whole when applied onto various applications including Arabic versions.
Arabic version of the main text. This is necesssary since this project was aimed at the Middle East market.
The Creative Director's rough sketch and my initial colored version of the artwork.