Bravis International, Japan – KIT KAT CHOCOLATORY
Kit Kat is sold in over 70 countries. Nestlé decided to open a store-within-a-store in a Japanese department store to enhance the brand’s value. The store name “Kit Kat Chocolatory” combines “Chocolatier” and “Chocolate Factory.” Yasumasa Takagiya, a top Japanese pastry chef, uses high-quality ingredients to produce a 300 limited edition of “Sublime” Kit Kats daily, as well as store-exclusive flavours such as Strawberry Maple, Orange Cocktail and Matcha Green Tea. The aim is to attract a new layer of mature consumers that cares about taste, ingredients and the shopping experience.
We designed simple, sophisticated packaging suitable for luxurious, authentic chocolate. For differentiation purposes, the Kit Kat logo has been reduced in size with a large handwritten font for the series name. Each series has its own vibrant colour for maximum visual impact. In Japan, regular confectionery brands are increasingly finding success with the premium store-within-a-store model. The first Kit Kat Chocolatory opened in January 2014. A second followed soon after, with more on the way.