The shape of the KitKat chocolate bar is a great example of brand form. The trapezoidal shape of the chocolate bar encourages consumers to break the chocolate bar in half, making the experience of eating this special chocolate bar unique. Although the shape has no obvious practical purpose, it does embody the physical form and experience of eating a KitKat chocolate bar.
The simple and unique format is the driving force behind the success of the KitKat chocolate bar brand.
This distinctive shape supports the company’s brand strategy, identifying its product as the snack you eat when you need a break, with the memorable brand tagline “Take a break, eat a KitKat”.
Simple consideration of shape and form has paid off by brazil mobile database helping the brand’s KitKat chocolate bar become more unique.
Your packaging and materials are also important to your brand strategy. If you position yourself as an eco-friendly brand and want to attract an environmentally conscious audience, you may want to ensure your packaging is minimal and biodegradable.
Kiehl's communicates its brand values by offering refills for its packaging . Image via Kiehl's .
Cosmetics retailer Kiehl’s is a great example of a brand that uses its packaging to support its brand strategy. Kiehl’s emphasizes sustainability on its website and links it directly to the form and packaging of its products. The company explains , “Our goal is to use recycled materials in all of our packaging and only use secondary packaging for our formulas when necessary.