REKINDLING A LOVE BRAND
Family-owned since 1962, KITCO Nice has established itself as a beloved snacking brand all across the Gulf Coast and Middle East region. But the folks at KITCO believed that their flagship line of potato crisps needed a redesign to overcome threats from emerging regional competitors. KITCO’s NICE team engaged our firm to develop meaningful and effective design solutions to streamline the brand architecture, visual language and packaging design that could be applied across various sub-brands in both English and Arabic.
After a robust immersion process, our design solution involved updating KITCO’s iconic rabbit and introducing Kuwait’s mix of contemporary architecture, Islamic history and unique heritage. We were even able to leverage the NICE design strategy to help inform a new cohesive design system across the portfolio – including Frites, Spiralz and other KITCO sub-brands. Now equipped with a visual language that they alone can claim, the NICE brand is positioned for future success precisely by staying true to itself.