KitKat Minis ReBrand
A concept for a brand refresh for the confectionary brand, Nestlé’s KitKat. It features a newly created mascot and an accompanying marketing campaign proposal. This concept focuses on the Minis product line. The campaign will allow for KitKat to retain its familiar legacy but breathe new life into the brand for it to stand out from its competitors.
Client
Personal Project
with Angela Doan & Maria Camila Lau
Made in association with
Seneca College
• Brand Identity • Illustration • Art Direction • Marketing Campaign • Graphic Design
• Brand Identity • Illustration • Art Direction • Marketing Campaign • Graphic Design
• Brand Identity • Illustration • Art Direction • Marketing Campaign • Graphic Design
• Brand Identity • Illustration • Art Direction • Marketing Campaign • Graphic Design
• Brand Identity • Illustration • Art Direction • Marketing Campaign • Graphic Design
Everyday can be a festival, every is a celebration.
Everyday can be a festival, every break is a celebration.
Overview
The new KitKat is all about breaking free and letting loose. The idea is “all day break fest”. KitKat is made for sharing and the act of breaking the bars is perfect for sharing the treat with others.
The tone of the campaign is fun and quirky. It is achieved through fun illustrations featuring the new brand character and bright photography. The KitKat logo has an iconic look that inspired the refresh. The new logo is more modern and clean but still retains its familiar look. With the addition of a brand character, Pinny the piñata, the brand can appeal more to younger audiences and their families. The piñata character is a friendly nod to their existing slogan, “Have a break… Have a KitKat.”
The campaign consists of new packaging, in store displays, a store and a pop-up truck.
Current Logo
New Logo
The new logo was created with geometric letterforms with clean-cut yet playful angles. A similar red color was chosen for the logo to stay consistent with the KitKat brand.
• All Day Break Fest #Breaktime
• All Day Break Fest #Breaktime
• All Day Break Fest #Breaktime
• All Day Break Fest #Breaktime
• All Day Break Fest #Breaktime
• All Day Break Fest #Breaktime
• All Day Break Fest #Breaktime
• All Day Break Fest #Breaktime
• All Day Break Fest #Breaktime
• All Day Break Fest #Breaktime
Meet Pinny the Piñata
- Playful
- Fun
- Friendly
- Diverse
Featured in different environments, Pinny does a variety of activities. Pinny reflects the active and energetic energy of the brand and its target market. Each illustration corresponds to a different flavour, lending to his diverse use and love of exploration.
Mascot Concepts
KitKat already owns the word “break”. A brand character utilizing this pairing in conjunction with the new festive image would strengthen the connection.
Piñatas are very popular with youth today. A comedic/cartoon KitKat filled piñata character would be a good choice. A recurring imagery or joke used in advertisements could include the character “breaking” or exploding. The many colours of the piñata character may reflect the many different varieties of KitKat available.
Like KitKat, the piñata shell is the chocolate, but the inside has many layers like the wafer of the bar.
Cocoa themed character concepts & Pinny early sketches
Ruby
milk
Matcha
Dark
Marketing Campaign
- The proposed launch event takes place downtown Toronto along Queen West. Dundas Square will feature a record-breaking piñata filled with KitKat Minis pouches. Raffle tickets will be sold, and the winners will receive the chance to break the piñata. Pop-up photobooths will be spread across the venue for visitors to share pictures on social media.
- There will be vendors selling limited edition KitKat piñatas filled with KitKat bars and workshops for visitors to create their own. Visitors that create their own piñata can post it on social media with the hashtag #BREAKTIME. They will get a chance to enter a draw for a KitKat prize pack which includes a trip to the KitKat factory.
- This campaign will partner with Children’s Aid Foundation of Canada. Not all children are able to celebrate festivities and friends with loved ones and KitKat is reaching out to help. A percentage of sales during the event will be donated to the Children’s Aid Foundation of Canada with any extra KitKat pouches and piñatas.
App/Web Marketing Strategy
To stay connected with customers and build online interaction, the strategy includes posting content on a variety of social media platforms bi-weekly.
Integrating Instagram story filters will assist in reaching out to more young people. There will be Instagram Filters for each flavour.
Event Map Illustrations
