Improving the British biscuit for greater teatime enjoyment
I did an exploration on biscuit design initially inspired by the news that Nestle’s attempt to patent the KitKat was rejected by European courts, with an intriguing remark that a trademark cannot consist exclusively of:
“a) the shape which results from the nature of the goods themselves; or
b) the shape of goods which is necessary to obtain a technical result.”
In the sense, that the iconic four-finger bar design “the grooves existed to create the fingers which enabled customers to easily break off & eat the chocolate & that this therefore amounted to obtaining a technical result.” As compared to say Toblerone, where there is the unique aesthetic triangular form which expands beyond purely the technical design of separating the pieces.
So I explored what could be changed in KitKat to allow it to move beyond a technical result, but still keep the spirit of the beloved chocolate bar.
First I focused on defining KitKit, I believe it is as much about the ritual of eating the chocolate bar as as the chocolate. First I sketched the steps, of opening the bar (it is certainly a pity that the KitKat no longer has the foil & paper packaging.), & breaking each finger off the bar & each finger itself which aligns cleverly with its marketing slogan “Have a break, have a KitKat”.
Then I sketched some ideas in the spheres of changing the shape of the bar itself, & redesigning the packaging.
With the bar: I played around with the shape of the KitKat bar, from different sized fingers in a circle, the length of the finger defining how much of a “break” is required, & an “angled” bar that could easily snapped into smaller chunks.
With the packaging: I toyed with building on the ritual of using the paper wrapper to hold the finger, & another idea I was keen on was to bring back the satisfaction of breaking the foil in the classic packaging, & to have a paper sleeve with teeth in the grooves of the KitKat that could be pulled through the foil to reveal the chocolate in a satisfying manner.
Taking the idea further, I decied to try my hand at improving another national icon, the chocolate digestive.
One main issue is that when holding a chocolate digestive you get chocolate on your fingertips, so I played around with some ways to avoid that.
I made a maquette of the easy-dip digestive after the exploratory sketches.
I’m continuing to explore biscuit design, & will keep this page update with any new developments.