Name: Paul Ruane

Hometown: Tralee, Co. Kerry

Occupation: Graphic Designer

What inspired your design for Cadbury Dairy Milk?
The theme was ‘Irish’, and I have always thought of Cadbury as the irish Willy Wonka. My design is a magical Ireland where everything is made from chocolate. The giant ‘glass and a half of milk’ are pouring milk into the sea where the Cadbury milk chocolate is made. This sea has then created the chocolate Cliffs of Moher. I kept the colouring in line with the Cadbury brand. I think it’s very Irish, without being too twee, and looks delicious!

What other design or illustration work have you done before?
Well it’s my job, but I don’t get the chance to work on really creative stuff like this so it was a fun challenge. My job is normally designing logos, brochures, adverts, websites and things like that. But I love coming up with concepts and trying to realise them in a way that can be commercial and that most people can get straight away.

What would you do if you won the €10,000 prize?
It’s been a tough year for everyone and I’m no different. So winning the money would mean a great deal of comfort for a good while. Boring it may be, but it would just make life a lot easier for the next year. And I might just have a little splurge!

What do think makes your wrapper design extra special?
The Cliffs of Moher are recognisable all over the world and are a well known image of Ireland. Making them out of chocolate just makes them more special. I think this wrapper would give people around the world a real image of Ireland and would complement the Cadbury chocolate, a signature taste of Ireland. It’s almost like a postcard. I had started working on other recognisable Irish images but they need some more work. It could be a theme for Cadbury for future wrappers, who knows?