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Kitco (Kuwait Indo Trading Co.) is a fifty-year-old salty snack food provider in the Middle East. The chips (called "Nice") and snacks are well received and quite tasty — but Kellogg's Pringles entered the market. With global expansion comes global competition
It seemed logical that the best way to build brand equity was to provide branding that reflected the icons and designs of the Middle East. The new top design element on all Kitco items feature a similar design element — a Girih tile found on ancient ruins, palaces and mosques. These tile patterns form a variety of interesting lines, shapes and opportunities to each brand category. The coloring of the package takes advantage of a Mylar metallic silver bag with two spot color featuring a white-base under color for dimension. This white base allows for the metallic bag to sparkle in the flavor color indicator areas and give 3-D depth to the bag. It is a lovely package.
The nutrition panel needed to reflect both English and Arabic for the Middle East market. Design elements and flavor-linked coloring ties are displayed on the front panel and is easy to identify. Some flavors are full of flavor and unique to the region. Poultry-seasoned potato chips are a hand-down winner.
Kitco has a branding element — a bunny character. It was not consistently used or implemented in a cohesive manner prior to the rebranding. It would appear and disappear without any rhyme or reason. With the branding, it found a strategic spot in identifying snacks that were considered more "party" snacks. Chips, bakery items and kettle-cooked chips needed to stand on their own so their own branding elements were expanded to diversify in the product line.
Along with re-establishing itself as a family favorite in the Middle East, this repackaging opportunity allowed for expansion into the Saudi Arabian and Egyptian markets. These markets have specific packaging requirements specific to their country but the new base branding, hierarchy and structures were in place to allow for quick development and roll-out to the new geographic areas.
The Saudi market is an Arabic-only packaging which required the removal of English text and rescaling of the package. Other Middle East markets have similar formulations, ingredients and nutrition specifications but were quick to adapt the new packaging to these new markets. Reception has been extremely favorable even in the Egyptian markets where the price point puts this item as a premium item because of tariffs and duties for import. The packaging aligns with the "premium" quality aspirations the company what hoping to align.
