Japan is the biggest market for Kit-Kat, and the thought of over four million plastic wrappers will end up in landfill was a concern for the confectionary company.

Kit-Kat has developed a bespoke packaging piece by replacing their plastic wrapping with recyclable origami paper. Each part of the paper packaging come inscribed with instructions on how to transform it into an origami crane. The packaging idea comes with a wealth of benefits through to engagement, talk-ability, reuse, while promoting the ancient Japanese culture of origami. Further, the packaging creates an appeal and remains as a souvenir developing a sense of attachment to the brand.

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