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D e s i g n R a t i o n a l

KITKAT

Mai Hoang Kim 00095901T

Content 01 The brief -Idea - introducing 04 Client05 Target market06 Market research07 Design approach ( Process)08 Branding 09 Final outcome (Product Features) 10 Innovative Structure

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The Brief The task are to develop unique and premium packaging for KITKAT Miniatures, suitable for e-commerce or boutique retail.

The challenge is also to create a premium package for product that is targeted to a special occasion. The package must be aesthetically pleasing, be mostly make out of the Spicers material listed and be suitable for the product and target market. The shape of the package and accompanying graphics and embellishments must maximise visual impact to appeal to the consumer. The overall design must be innovative.

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Current base product

New packaging will base on current base product MINIATURES.

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Idea History of kit kat KITKAT is a globally recognised brand, with an iconic association to breaks.

The occasionTo reconnected with your close friend in your busy life with full of work. Just to celebrated a good time with your dear friend. A friendship break that being reconnected. The solution - Friendship break miniatures - Little hug miniatures _ Reconnected long-term dearest friendship among us

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Client

Spicers paper has various option for packaging board and high quility print. http://www.spicerspaper.com.au/

With green options : alternative fibre, archival/acid Free, manufactured carbon neutral, eco-bleaching process, eco-labels, enviro management system, forest management, ISO certifications, recycled, renewable enverg..

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Target Market People with full lives who can appreciate that a good break - whatever is for them - makes a real difference. Male and Female 25+People with full lives who likes to get the most out of their break. They are open to new experiences and like to try new things including food.

Primary target Who’s giveSocondary targetWho’s take

Primary target.Sandra and Luca.Age : +25 Income : <$65,000/yHobbie: BBQ, beaches, party

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Competitor in general for the Kitkat product at common super market : Cadbury, Lindt,Transportation - Channel Common super market Coles, Woolworths, AlDI, IGA, K-mart, Big W, Rejected shop,etc...Focused expansion on:– E-commerce– Department Stores / Boutiques– Other alternate channelsd

Market Research

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Design Approach

The first ideaThe around box to make thedesign stand out in the shelf compare to the other competitor. Why it doesn’t work ? Hard to make and not conveniencefor transportation.

The second idea Normal square shape with unusual lid Why it is working ? Simple design and special change for normal square box.

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Brand Personality Frendship gilf package Colour palette : Kitkat miniature theme.

Type : Body text - Univer family a b c d e f g h i j k m n o p

a b c d e f g h i j k m n o p

Headline - Rockwell

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Final Outcome Template - concept 1

Created element for new design

5 DELICIOUS FLAVOURS

HAVE A BREAK, HAVE A KIT KAT

MINIATURES

15 MINIATURE PIECES, 5 DELICIOUS FLAVOURS.15 MINIATURE PIECES, 5 DELICIOUS FLAVOURS.

280 g

CARAMEL DUEDARKMILK WHITE

Nestle sources UTZ certifiel sustainable cocao for KITKAT and all Nestle retail chocolate made in Australia. Nestle works closely with farmers to improve the quality of their lives and products through training, providing higher yielding plants and building local schools.www.nestlecocaoplan.com

In Australia 1800 025 361 www.nestle.com.auNestle Australia Ltd, I Homebush Bay Dr,Rhodes NSW 2138, Australia.In New Zealand 0800 830 840 www.nestle.co.nzNestle New Zealand Limited, 12-16 NichollsLane. Parmall, Auckland, New Zealand.

Enjoying a break with Kit Kat R Miniatures iseven more special when you share it with friends and family.

Serving Per Pack: 9 Serving Size: 24g ( 2 pieces)

Avg Qty per Serving

* Percentage Daily Intakes are based on an average adult diet of 8700kj. Your daily intakes may be higher or lower depending on energy needs.

BEST BEFORE

END MAR 2016 / 5079C1131

EnergyProteinFat, Total - SaturatedCarbohydrate - SugarsSodium

520kJ 1.5g6.8g4.3g

14.1g11.8g17mg

6%3%

10%18%

5%13%0.7%

2180Kj6.3g

28.4g17.9g58.9g49.0g71mg

%DI* per Serving

Avg Qty per 100g

To learn more visit CARDBOAR RECYCLE

INDIVIDUAL BARS NOT TO BE SOLD SEPAREATELY.

Store cool and dry

Please remove plastic window to help recycling of the carton.

Quantily of each flavour may vary.MADE IN AUSTRALIA FROM IMPORTED AND LOCAL INGREDIENTS.

Sugar, Milk solids, Wheat flour, Vegetable fat [ Emulsifier (Soy lecithin)], Cocoa mass, Cocao butter, Emulsifiers ( Soy lecithin,467), Cocao, Yeast, Raising agent (500), Salt, Flavours, Corn starch , Colours [120,141, 160b].Contains Milk, Wheat and Soy.Made on equipment that processes products containing Peanuts and Tree nuts.KITKAT Milk contains 70% Milk chocolate and 30% Water fingers. KITKAT Dark contains 70% Dark chocolate and 30% Water fingers.KITKAT White contains 70% White choc and 30% Water fingers. KITKAT Caramel Duo contains 48% Milk chocolate, 31% Water fingers and 21% Caramel Flavoured Choc.KITKAT Cookie & Cream contains 48% Milk chocolate, 30% Water fingers, 21% White choc and 1% Cookie pieces.

Milk chocolate contains minimum 22% Cocao solid, 25% Milk solid, Dark chocolate contains minimum 45% Cocao solids.

Good to talk

Good to remember

Ingrediens

Nutrition Information

KitKat

MrKouassi Yao Mathias and Mr Adzeu Venance, Cocao Farmer and Nestle Agronomist,Cote d’lvoire.

Give your friend a little hugGive them a little kit kat

Give your friend a little hugGive them a little KitKat

Cookies & CreamDarkMilk

Caramal DuoWhite

220G

www.nestle.com.au

9 300605 102156 qr.Nestle.com.au/kitkat41

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Innovative Structure Material use the packagaing are all using 300gsm coated paper stock SpicersRed ribbon Packaging MaterialsEmbellishment Innovative structure Security / tamper proofshelf appeal The lid of this carton offers a

striking characteristic to an otherwise standard carton with crash-lock base. The fours-side floral design is achieved by the folds in the lid that, when compressed. fold natuarally into the center of the carton and hold in place. More secure sealing could be achieved by using an adhensive sticker in the center of the floral design or by passing a ribbon through holes at the apex of each folder side.

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Base on the Kitkat flavour to design new look for the packageMaking the heart shape with little elements and transparent colour

MILK

Cookies & CreamDarkMilk

Caramal DuoWhite

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Final products

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Give your friend a little hugGive them a KITKAT

Thank you