Nestle Japan
  • - Concept development
  • - Communication development
  • - Package design development

Regression of appeals

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 ability to keep up with current trends and consumer needs. Bravis has been in charge of KitKat’s package design for many years, and has also worked on the renewal and paper packaging.

Long-selling brands often renew their packages every few years, but as many consumers have become aware of KitKat’s social activities, BRAVIS took charge of the package renewal to appeal once again the delicious taste of KitKat and the sense of security as a long-selling brand. The important thing about this package renewal was the new look.

What was important in this package renewal was to reemphasize the sense of security and deliciousness that comes from KitKat. The new packaging was designed to reiterate the sense of security and deliciousness of the KitKat brand. which had been used on the KitKat package, was revived to appeal to the royal feeling. A yellow band was added as an accent to express the excitement and fun of the KitKat brand. The jagged paper strip also emphasizes the paper package.

The KitKat “Otona no Sweetness series” also underwent a design renewal at the same time, with a window separating the sizzles to emphasize the melting of the chocolate and the healing and emotional effects of the different flavors. The windows are also shaped to spread out the deliciousness of the chocolate to enhance the sense of deliciousness. The flavor names and colors are placed near each sizzle to make each flavor easily recognizable.