To strengthen KitKat's positioning in Brazil, Nestlé decided to develop the giftable version of the brand, a box with nine KitKat Minis units. Without a name and format defined until then, the new proposal should connect to the target and convey the concept of the brand: 'Have a break, have a KitKat', to present first hand two great novelties, giftable version and smaller formats, in milk, dark and white flavors.
Already at the beginning of the project, the qualitative/quantitative studies we conducted with a young and well-informed audience, the Chocolovers and the KitKatlovers come to controversial conclusions about the codes that once seemed taboo to us, such as the relation with the golden color and the “gifts” universe. We understand that when the themes 'giftable' and 'chocolate' combine, this consumer’s expectation translates in a very particular way. The learning also demonstrated the potential for the box to be a shareable gift, i.e. how to gift and share 'Minis' with relatives, affective partners, and friends, could add to the brand's consumption ritual. Finally, we noticed the very high level of connection of KitKat with this target, of global and cool essence, which helped us to creatively unfold the proposed solutions. Relevant information and insights on breakers’ affective bonds, occasions to gift with premium chocolates and other features to make this new presentation more than desirable. Iconic.
KitKat is one of those lovebrands whose brand elements allow to renew and reinvent themselves. In an opportunity that allowed us to work in the three dimensions of Packaging design, the structural, visual and verbal projects were developed together from the exploratory phase of research and immersion with the target in a celebration of the brand’s consumption ritual known worldwide for its presentable version to share.
Born from the original 4 fingers version, the 'open, break, snap and enjoy' ritual inspired us to look for a packaging format that could emerge from this ritualistic expression and the combination of the iconic trapezoidal format. In addition to the 'break' effect in the unprecedented way of opening the box, we wanted the package to also look like a bomboniere, making easier the KitKat Minis flavor choices in a sharing expression. The new name was inspired once more from the brand’s repertoire when we combine the idea of celebration and break (KitKat Celebreak), making the moment of consumption a unique story of the breakers with the brand, in a territory of their own.
The visual, with its textures, shapes and colors, reflects the product’s superior quality, with a touch of
sophistication, highlighting the differentiated product mix from the launch. The geometric traces, metallic finish and lettering treatment combine the language preferences explored with the target in the initial phase with the global brand’s look, giving a modern, cool and special tone of the new giftable version of the world's most famous Nestlé chocolate.
This project was also recognized by the Great Cases Award 2017, one of the largest national packaging awards. The achievement was due to the positive results quoted by Nestlé and to product design, innovation and productivity.