Pack View: Kitkat Rakhi pecial Edition

Dhavanshi Shah
Art director, De Icebreaker Creative Studio

Nestle's Kitkat Rakhi Special Edition features a well-designed package that enhances the gifting experience with quirky greetings, perfectly capturing the essence of the brother-sister bond. The thoughtful design elements and messaging add a personal touch, making it a delightful gift for the occasion.

However, the packaging could benefit from better space and material efficiency. Reducing wastage would not only be more environmentally friendly but also enhance the overall product presentation.

Overall, the Kitkat Rakhi Special Edition successfully combines aesthetic appeal with emotional resonance, making it a charming and memorable gift. Improving material usage could make it even more impressive.

Subodh Borkar
Manager, packaging and procurement, The Mend Packaging

The packaging for Kitkat utilises a vibrant colour scheme of red and yellow, which aligns with the brand's identity and effectively captures attention on the shelf. The prominent display of the KitKat logo ensures strong brand recognition, while the product name "Rich Chocolate Coated Wafer" clearly communicates the product type.

The imagery of chocolate pieces and wafers visually represent the product's texture and layers, enhancing its appeal to  consumers.
The KitKat bars are wrapped in bright yellow foil, which features the KitKat branding.

This foil provides effective protection against moisture and  contamination, preserving the chocolate's quality and taste. The secondary packaging consists of a cardboard box with vibrant graphics, clean branding, and hot foil stamping. The box has a clear matte finish and  features embossing of the chocolate image, adding a premium touch.

The outer packaging is a gift box made from cardboard, with vibrant  graphics and clear branding. It includes the product name, images of the product,  and essential information. The design features a pull-down element for a ‘Greeting Card Inside’  enhancing its appeal for gifting purposes. The box includes an  extended glued flap for side-opening, revealing a Happy Rakhi message.
Consider consolidating the three-piece packaging into a two-piece  design to enhance efficiency. Shift to materials that offer equivalent protection but are  recyclable or biodegradable. For instance, using paper-based wrappers with a thin  bio-coating could replace traditional plastic or foil.