KitKat Chocolatory
Nestlé’s KitKat Chocolatory is a relatively new experimental chocolate brand in Brazil. It stands apart from the classic KitKat by shifting the focus from affordable, tasty chocolate wafers to offering a unique, playful, and joyful chocolate experience.
Brands & Behaviors
Strategy • Packaging • Branding
Advisors
Prof. Claudia Weber • Camila Huzzinger
Collaborators
Bruna Melo • Danielly Jardim
Letícia Botelho • Vinícius Blauth Chaim
A design that combines cultural identity and strategy. A vibrant experience, infused with Mexican culture.
What's next?
ESPM partnered with Nestlé to design new packaging for a special edition KitKat box featuring Mexican-inspired flavors: Tamarind, Margarita, Chili Pepper, and Pink Nougat (Turrón Rosa).
The graphic design was inspired by five different aspects of Mexican culture.
The foundation of the visual language drew from the colorful embroidery of Huichol art, and the design layout was subdivided into four additional categories: Lucha Libre, La Guelaguetza, Alebrijes, and the Aztecs.
Each of the flavors also represents one of these categories, connecting the visuals to the taste in an immersive way.
There was also a strategic decision to change the name from "I Love Mexico" to "Me Gusta Mexico." Since the product is sold in Brazil, English was never essential for its understanding, making Spanish the more culturally relevant language.
With this change, the project was able to connect better with the Mexican audience who can consume the product, while also reinforcing the idea of transporting consumers into an authentic cultural experience.