KitKat turns its logo into a quiet reminder to ‘have a break’

KitKat’s latest out-of-home campaign strips the brand back to its bare essentials, reinterpreting its iconic identity through a series of minimalist posters across the UK. 

Conceptualised by VML, the campaign titled ‘Little Breaks’ transforms the familiar KitKat logo into a canvas for subtle, hand-drawn illustrations.  

Each execution features a cropped version of the brand’s logo, within which tiny illustrated characters are embedded. These figures are shown engaging in everyday moments of pause, reading, playing music, tossing a ball, or simply unwinding, quietly reinforcing the idea of taking a break.  

The campaign removes all copy, including the brand’s long-standing tagline “Have a break, have a KitKat,” relying entirely on visual storytelling and brand recognition.  

The illustrations are deliberately minimal and discreet, requiring viewers to look closer and spend a moment with the creative to discover the hidden scenes. This interaction becomes part of the idea itself, mirroring the act of pausing in a busy environment. 

Created by art director Jasper McIver and copywriter Zebedee Devey Waterhouse, the posters continue KitKat’s long-standing association with breaks, while pushing the brand further into a more stripped-back, design-led approach. The campaign is currently live across high-traffic locations in the UK, including transit hubs such as London Bridge and King’s Cross St Pancras, placing the work within fast-paced, high-attention environments.