50th anniversary and the largest scale renewal in the brand’s history

KitKat, always a pioneer as a confectionery brand in Japan, adopted paper packaging in 2019, the first non-plastic packaging in Japan. The following year, in response to consumers’ health consciousness and needs, KitKat underwent various changes, including a recipe renewal that reduced sugar by 10% while maintaining its original deliciousness, and it continues to be loved for its appearance that always captures current trends and consumers’ needs. Bravis has been involved in KitKat package design for many years.

Long-selling brands often undergo a package renewal every few years, but KitKat, which will celebrate its 50th anniversary in Japan in 2023, has undergone the largest scale product renewal since its launch.
In response to a shift in consumer preferences toward milk chocolate with a stronger cacao taste, the cacao content in the chocolate has been increased to create a richer taste than ever before. In addition, the recipe for the wafer dough was changed and the distribution of chocolate and wafers was adjusted to accentuate the crunchy texture that is a characteristic of KitKat.

The packaging design was designed to convey the new KitKat to consumers, while maintaining the KitKat-like characteristics of the original product. The word “best ever” is the first thing consumers will notice, so that they can instantly understand how KitKat has changed amidst the many products on the shelves of stores. The copy section is colored yellow to stand out without losing the sense of deliciousness. The innovative evolution of the brand is expressed through the use of a diagonal color surface that conveys a sense of momentum. The package design is appropriate for the largest scale renewal in the brand’s history.