Kitkat Kitto Katsu
Packaging
In Japan, “Kitto katsutoo” (きっと勝つとぉ) or “You’ll surely win!” sounds somewhat like KitKat. Every year, parents buy KitKat as omamori お守り) or amulets for their children for exam days, as a sort of reminder that they are really going to give these exams their best shot. KitKat want to own Vietnam university entrance exam through unique association with luck & break occasion.
Kitkat has been available in Vietnam for quite some time, yet its brand visibility during exam seasons remains limited. In contrast, Japan features campaigns during these periods that connect with students. Inspired by this, Kitkat Vietnam aims to launch an initiative tied to local exams, incorporating elements of Japanese cultural traditions.
Big Idea
Omamori (御守/お守り) are Japanese amulets commonly sold at Shinto shrines and Buddhist temples,dedicated to particular Shinto kami as well as Buddhist figures, and are said to provide various forms of luck and protection.
Concept
In Japanese culture, the Koi fish has long been regarded as a symbol of luck and prosperity. Additionally, the story of the carp jumping the dragon gate carries the meaning that one must overcome difficulties to achieve success—a concept directly linked to the examinations of students.
Keyline
After identifying the big idea and concept, I began turning them into the design on the box label. I leveraged the box’s opening and closing feature to transform the Koi fish image into a hidden dragon inside. Additionally, there’s a section inside the box designed for customers to write heartfelt well-wishes for their friends.
The different color variants for each flavor.
