Kitco

The Process

It was determined 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 is similar to a Girih tile elements that is 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 and a white base under color. This white base allows for the metallic bag to sparkle in the flavor color indicators 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 coloring needed to have a tie to the flavoring displayed on the front panel and easy to identify. Some flavors are region specific but are full of flavor. Poultry-seasoned potato chips is 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 snack items and kettle-cooked chips have their own branding elements to diversify in the product line

The End Result

Along with re-establishing itself as a family favorite in the Middle East, the opportunity also 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

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

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