KitKat has used the concept of taking a break as part of its branding for years. Inspired by the action of breaking one candy bar off of another, the slogan was given a new spin by creative agency VML, which created a new campaign using the candy’s logo as the predominant image.
Tiny illustrations of people taking a break—reading, playing music, blowing bubbles, birdwatching, and more—are tucked inconspicuously onto the logo. Almost indiscernible, the figures can be static or animated. The viewer literally has to take a break to see them.
From the VML Instagram: “Our new campaign transforms the iconic KitKat logo into a canvas of hand-drawn illustrations, each one inspired by the ways we pause and recharge. The tiny, subtle details are hidden within the curves of the logo—waiting to be discovered by those who take a moment to look closer.”
