• Nestle KitKat1
  • Nestle KitKat2
Nestle KitKat1 Nestle KitKat2

Nestle KitKat


The KitKat chocolate bar in its familiar red and white packaging is a brand known the world over. In Japan, however, it was gradually acquiring the image of a cheap import and losing the aura of quality that Japanese consumers so prize.

Bravis addressed the problem by thinking 'inside the box.' At the top of the box we added a white background against which the product could be seen. A silver wave shape separated this element from the red of the package. This change made the package feel younger and more contemporary.

We also renewed the design of the less sweet Otona no Amasa ('adult-level sweetness') Kitkat, making it the same format to achieve synergy effects.

- Package Design
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