Kit Kat Chocolatory
- The concept

Kit Kat Chocolatory

How do you make people fall in love again with an iconic chocolate bar that hasn’t changed for over 55 years?

We launched Kit Kat’s first pop-up store where people had the opportunity to create the perfect break. They could select the chocolate, pick the ingredients, design the packaging and give their Kit Kat creation a name. All made onsite at our 4-week activation in Westfield Sydney.

The demand was crazy - selling over 700 Kit Kats every hour. Westfield asked us to extend our stay.

But we didn’t stop there. We went on to build a 3 month pop-up store in Melbourne, and 2 years later launched the very first permanent store. And then a Sydney boutique.

Soon after, another store popped up in central London. And another in Malaysia, and later in Brazil... with even more to come.

Awarded Festival of Media Gold 2016 - Best Experiental Event and Best Campaign for Commerce

Mumbrella Awards 2016 - User Experience

Spikes Asia 2016 - Promotion and Activations

The store experience

Case study for the
original pop-up store

The Melbourne store

Kit Kat Studio started as a 4 week pop-up store but then became a permanent part of Melbourne’s retail scene. We had the rare opportunity to build a store from the ground up. A lot of careful consideration went into the experience the moment a customer walked through the door. We had to co-ordinate the logistics of how staff and chocolatiers utilise the space, the details of the store fitout, the palette of materials and finishes and most importantly, how to hero the consumer-created Kit Kats and packaging alongside the vast range of pre-made goodies. We collaborated with a very talented interior designer and specialist retail-builders to create a store that’s been celebrated by Nestlé globally as a new way for people to connect with the Kit Kat brand.

KKC Melbourne
KKC Melbourne
KKC Melbourne
KKC Melbourne
KKC Melbourne
KKC Melbourne
KKC Melbourne

The Sydney store

Buoyed by the success of the Melbourne store, a Sydney boutique was later launched in a prime CBD location in the Mid City Centre. The store design evolved based on key learnings as well as sitting on a much bigger site with an expanded offering. With the Sydney Chocolatory, Create-Your-Own Kit Kats were offered alongside a Pick 'n Mix bar, a sushi-train featuring handmade Kit Kat Creations and an a la carté menu of magical chocolate desserts served alongside coffee and beverages.

Nestlé asked me to create and execute the store identity which again rolled out to the range of product packaging and collateral. As with Melbourne, a full suite of visual assets was needed to not only launch the store, but to regularly refresh the social and instore content. The store design, packaging and collateral and comms came together to create a unified customer experience for Kit Kat that moved the brand far beyond the supermarket.

KKC Sydney
KKC Sydney
KKC Sydney
KKC Sydney
KKC Sydney
KKC Sydney
KKC Sydney

Kit Kat Chocolatory- The concept