Standing out is the key brand challenge – that’s why great brands play with their codes

I’ll tell you what, there has never been a more interesting time to study visual identity and packaging. In the last six months we’ve seen more bold moves by big brands than the previous decade. Barely a week passes these days without someone doing something to their logo, label, font or another of their brand codes.

This week saw Cadbury remove wordage from its UK packaging to support Age UK and publicise the plight of the elderly. New research from Cadbury has revealed that 4.5 million people have felt lonely in later life. The ‘Donate Your Words’ campaign aims to draw attention to their plight by removing all wording from the packaging of a special-edition Dairy Milk bar and donating 30p to Age UK for each one sold.

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