KIT KAT has been making breaks better since the tagline was coined for its first television commercial in 1958. The break hasn’t changed since, so to turn Australians that ‘liked’ KIT KAT into ’lovers’, we needed to give it a twist while trialling what a 21st century break could be.

To achieve this however we needed to add value to consumers & test the next generation of KIT KAT; evolving the entire experience from break to bite.While in theory, turning the entire creation, commerce and consumption process on its head is possible, devising an idea that put it into practice is nigh impossible!

The ‘break’ had always been touted as the magic in a KIT KAT 'break' but the reality was, much of the magic takes place well before the wrapper is ripped open. The opportunity was to make people part of, rather; give them control of, this magic.

The KIT KAT Studio occupied a 28m2 space in Westfield Sydney. From concept to completion, we worked closely with KIT KAT Australia on all elements including fit-out, design, staffing, digital & POS.

Given we asked people to pay over 4 times the price for their customised break, every touchpoint needed to be premium. The space housed a beautiful front-of-house chocolatier display and a visible working kitchen which accommodated on-site production.

To help streamline the custom creation process, we developed a bespoke ordering interface and digital point of sale system that facilitated the personalisation, ordering and payment process. In addition, we created and constructed the store’s visual identity, covering everything from bench-tops to the digital customising system.

After its success, we tested a long-term format securing an 11 week, 128m2 site at Melbourne Central, heightened with the addition of an online site to pre-order deliveries or pickup for Christmas.