Launched initially as Rowntree’s Chocolate Crisp in York, England, and later acquired by Nestlé in 1988, Kit Kat has long been recognized for its chocolate-covered wafer fingers. The red and white packaging has been synonymous with the brand’s promise of a crispy, creamy, chocolatey treat. However, Sterling Brands’ latest refresh has introduced a more refined and modern look to Kit Kat’s US packaging (where a division of the Hershey Company licenses the brand).

“We set out to amplify Kit Kat’s uniquely light, crispy, and creamy product, celebrate the ritual of the eating experience, bring more depth and humanity to the brand personality, and ultimately design a set of iconic assets beyond the Kit Kat red and product photography of the bars,” shares Don Childs, executive creative director at Sterling Brands.. “Our strategic and creative leads work together from start to finish to balance data-driven decision-making with boundary-pushing design, and we always value close collaboration with our clients.”