After having developed the Retail Architecture concept globally, CBA partners with Nestlé Brazil in the great challenge of capturing dozens of consumer trends, translating them into graphics and pack designs in a fast-track process, and offering them to multi-generational consumers.
Diversity, multi-sensorial experiences, a fresh and optimistic tone-of-voice and the happiness of endless discovery, have been the drivers of our design strategy during the past few months. Final packaging designs connect with emerging trends while staying loyal to the brand’s DNA. And there’s more to come!
Working closely with Nestlé’s packaging innovation team, together we created a unique sharing format. When the lid is lifted from the base, the packaging dynamically opens like a flower, presenting the product freely for a group of family and friends to dig in to.
Through format alone, KitKat Senses executes on the strategic incentive to be a democratic, social proposition, removing itself from traditional gifting rituals, and creating a new exciting space for itself within the category.