Kit Kat Rubies

•

Kit Kat is known as a mass brand in Malaysia. The brand is known for its famous Kit Kat Chocolate in 2 or 4 fingers format, and the bigger format called Kit Kat Chunky.
When the client came up with a thought of creating new format for gifting, they asked us to help create a concept (name, packaging, positioning) for the new product.

The challenge, is to bring the new Kit Kat product in gifting teritory and targeting more premium market (not mass like the normal Kit Kat) but at the same time still using Kit Kat brand tone and manner as main support.

This was an exciting project because Kit Kat hasn't done much innovation for years in Malaysia but the real challenge is to create the premium image of the brand, but at the same time maintaining the humour that has always been associated with Kit Kat; how to balance premium and the mass imagery of Kit Kat.

P A C K A G I N G

_________

We started the project with the packaging and name concepts (Kit Kat Gold, 18K, Kaleidoscope, and many more). In the end, we agreed to lock down on the name Kit Kat Rubies as the brand name.

Why Rubies? because Kit Kat is known as it's red color, and Rubies is the richer, deeper and more premium Kit Kat gem (also because the product shape that makes it look like a gem). We proposed many options of packaging designs that embodies the brand.

Initial proposed designs

Unfortunately, due to budget restriction and other factors, the client decided to make the packaging in a 2-tier paper based packaging. We then had to come out with few new designs. The challenge in this phase was to incorporate what the client wants, what the global unit wants, and what's right for the brand.

Different designs

Although the client liked the simplicity of all gold design, the global business unit insisted that it has to carry the brand color of Kit Kat, which is red. In the end, a gradient design is chosen.