What’s your jam
Conceptual Packaging
Illustration
Brand Experience
A conceptual packaging system for KitKat that turns every bar into a music discovery moment. The idea ranked first in the cohort and was presented directly to the KitKat team.
The details that make it work
The pattern: each genre - coded pattern design visually hints at the music style inside, turning the packaging into a storytelling device before the consumer even scans it.
Song verse on pack: a printed lyric creates an emotional hook. Reading a verse triggers memory and nostalgia, extending the interaction beyond the physical product.
Shazam integration: using an already familiar platform makes the experience seamless and removes any barrier to participation.
Musikal with a K: a small but intentional detail that reinforces brand recall playfully without compromising legibility.
Redesigned point of sale: display boxes and wobblers were redesigned to communicate the concept in retail environments, ensuring the idea landed from shelf to hand.
The concept
Each pack is linked to a music genre, expressed through a unique pattern on the packaging. Consumers scan a Shazam logo on the front to access a song linked to their pack's genre, turning a chocolate break into a music moment.
The hashtag #musikalbreaks, deliberately spelled with a K, creates a shared online space where KitKat fans and music lovers can connect around a common interest.
The idea was built around mass personalisation. Rather than one design for everyone, each genre variation appeals to a different consumer while keeping the KitKat brand family cohesive.
Experience and journey
After purchasing a KitKat, consumers can scan the Shazam logo on the front of the pack to enjoy their break while listening to music. As a second step, they are encouraged to share the experience using the hashtag #musikalbreaks.
The concept is designed to build connection through a shared interest in music, while fostering a sense of belonging by allowing people to engage with songs from their preferred genres.
Outcome
The concept was selected as the strongest in the cohort and presented to the KitKat team as a viable campaign direction. The project demonstrated how packaging design can move beyond aesthetics to create a connected brand experience across physical and digital touchpoints.
