Anthem, a global creative agency, has created a new on-pack design for Nestlé brand Kit Kat, a chocolate-covered wafer biscuit bar confection.
The new design is said to be part of a drive by the Nestlé brand to celebrate the product heritage, while confirming its iconic status.
As part of the project, the agency redesigned packaging for Kit Kat’s complete UK portfolio for multipack as well as standalone bars.
Kit Kat’s redesign has seen the addition of the ‘snapping finger’ imagery to reconfirm the iconic ‘have a break’ at the center of the brand’s proposition.
With an emphasis on quality to reflect Kit Kat’s bestselling status, the new label as well as packaging reinforces the original bar iconography.
Initially, the company plans to introduce the new design through two-finger multipacks to the UK stores, with plans to roll out later in 2014 on the four-finger bar.
Anthem executive creative director Mark Ringer said the firm wanted to make sure that Kit Kat’s new design leveraged the desirable and established icon on pack to create a clear message.
"Through the snapping finger, we’re communicating the brand’s proposition by triggering instant recognition and impact," Ringer added.