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Anthem breaks out new ‘hero brand’ design for Kit Kat

Anthem breaks out new ‘hero brand’ design for Kit Kat


Kit Kat on pack redesign

Global creative agency Anthem has created a new, best in class on-pack design for Kit Kat, as part of a drive by the Nestlé brand to celebrate the product heritage and confirm its iconic status.


Anthem has redesigned the full UK portfolio of Kit Kat packaging, for both multipack and standalone bars, to capitalise on its unique equity with consumers. Through the addition of the iconic ‘snapping finger’ imagery to reconfirm the iconic and well-loved "have a break" at the centre of the brand’s proposition, the redesign aims to engage with UK consumers from the shelf out.


Kit Kat has been a trailblazer in the confectionary market over the last decade, innovating by launching limited edition flavours and diversifying the core offering. The new label and packaging reinforces the original and much-loved bar iconography, with an emphasis on quality to reflect Kit Kat’s bestselling status. The new design launches to UK stores initially through two-finger multipacks, and will be replicated later in the year on the four-finger bar.


Mark Ringer, Executive Creative Director at Anthem, said:

"Being a household name, we 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."




For more information, please contact Claudia Moselhi at Eulogy! on 0203 077 2000 or


About Anthem:

Anthem is a global creative agency that actively connects brands with people by amplifying desirability–creating an insatiable thirst for brands from package design to brand campaign. Anthem sells brands to drive brand performance.

Anthem is part of the brand development group of SGK. For more information visit: