Both Cadbury and Lindt are popular producers of chocolate for different target markets. First of all the logo of each company clearly defines the audience for their products. The Cadbury logo features a bright purple background with simple rounded lettering, creating an appealing and eye catching design, aiming at the younger market. On the other hand, the Lindt logo includes sophisticated and elegant gold lettering, creating an up market product aimed at the older age group.
Much of the packaging of Cadbury products incorporates bright colours and simplistic, bubble lettering to encourage young children and teenagers to purchase their products. Packaging of Lindt products is of a far higher quality than Cadbury. Lindt products are normally boxed or cardboard wrapped instead of foil wrapped, giving them the feel of a luxury item. The boxes usually are a deep red colour with decorative patterns, once again producing an up market feel.
The words used on the Lindt packaging also supports the high quality of the product. Phrases such as "taste of excellence" and "master Swiss chocolatier" explain to the buyer the quality that they will be experiencing. The theme of luxury is highlighted with these key phrases which help distinguish Lindt chocolate as a high quality product. With Cadbury's products there is very little writing other than the name of the chocolate bar. This allows the full attention of the buyer to focus on the big bold lettering and bright colours of the wrapping.
Both Lindt and Cadbury are very successful at targeting their respective target audiences with appropriate packaging and logo designs. Cadbury's products are clearly for a younger audience and their whole brand clearly shows this. Lindt is targeted more for people wanting a higher quality of chocolate and everything about their brand shows the luxurious side to eating chocolate.
