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KitKat's new drink landed in the UAE with one idea behind it: some people take their breaks seriously. The drop needed illustrations with a proper break-time attitude, all built around the Break Takers Club.
This one was handled by Playground, the branding arm of iklipse. The team directed the creative and drew the full set. It started analogue, with cut-paper KitKat lettering and collage experiments, and ended as a sticker-ready cast of break takers: a surfer riding a wave on a KitKat bar, a desk worker kicking back with a can, and lines like "Full Time Break Taker" and "More breaks, less breakdown". The characters carried through to a merch line of caps, tees, socks and tote bags for the club.
KitKat's new drink landed in the UAE with one idea behind it: some people take their breaks seriously. The drop needed illustrations with a proper break-time attitude, all built around the Break Takers Club.
This one was handled by Playground, the branding arm of iklipse. The team directed the creative and drew the full set. It started analogue, with cut-paper KitKat lettering and collage experiments, and ended as a sticker-ready cast of break takers: a surfer riding a wave on a KitKat bar, a desk worker kicking back with a can, and lines like "Full Time Break Taker" and "More breaks, less breakdown". The characters carried through to a merch line of caps, tees, socks and tote bags for the club.
