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Tothepoint and Tetris turn KP's brand history into interior design magic

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Tothepoint has taken famous KP Snacks brands such as Real McCoys, Hula Hoops and Space Raiders, and used elements of their brand identities as part of a redesign of the interiors of the company’s new head office in Slough. The consultancy worked alongside Tetris to transform an empty building shell and evolve KP’s interior graphics, working to a tight, three month timeframe from initial briefing to moving day.

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Tothepoint has taken famous KP Snacks and used elements of their identities as part of a redesign of the interiors of the company’s new head office

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The brief stated that the interior branding needed to balance the company’s 22 strong, recognisable brands, parent company branding and internal brand materials through graphics such as pack illustrations, product icons, tag lines and photography, in a manner that reflected the fun, energetic, brand culture of KP and the serious, corporate culture of its owner Intersnacks. The team managed to do just that, focusing primarily on the company’s three major brands; Real McCoys, Hula Hoops and KP Nuts. The unique design was achieved through a mix of large format wall graphics, glass manifestations, posters and even bespoke wallpaper, designed with subtle repeat patterns of individual snacks. The team at KP have just moved in and are reportedly pleased with the result, but the road doesn't end there as work has already begun on phase two of the design!

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As for “Phase one,” however, Tetris took care of the interiors whilst Tothepoint handled the graphics, which bring KP’s playful and light-hearted brand personalities to the work spaces, whilst maintaining a more corporate, conservative feel in the more client facing areas to reflect their parent company. The timeline graphic is a key piece, spanning almost 9 metres wide across the office’s collaborative area, using a mixture of photography, typography and icons to tell the story of KP. Familiar parts of the identities have been extrapolated to make new messages, such as “Moorish”. Meanwhile a “Name that brand” game has been devised from an A-Z of logo letters, and the logos themselves have been re-framed to create motivational posters. Soft furnishings such as cushions have also been created, and feature artwork from many of the company’s flagship brands.

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The brief stated that the interior branding needed to balance the company’s 22 strong, recognisable brands, parent company branding and internal brand materials

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Claire Cooper, senior shopper marketing manager at KP Snacks, said: “Moving KP Snacks HQ into brand new offices was an exciting opportunity to create a dynamic, modern and functional new office environment for colleagues and customers. We were looking for an agency that could bring the fun and uniqueness of our brands to life whilst also balancing the look and feel of our corporate ownership. Tothepoint did a fantastic job of interpreting our brief – we were overrun with great ideas from a centrepiece WOW factor to small, personal details that create all the difference in making our new office feel uniquely KP. Charlie and the team were really on the ball; always in control, quick to respond and we built a trusting and collaborative relationship that really enabled us to get the best out of our new space. The results surpassed expectations and the whole project was a thoroughly enjoyable experience.”

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Tothepoint creative director Kevin Cox, added: “We came up with a whole slew of ideas and they cherry-picked what they liked. Really we were saying: ‘Here are some ideas, show us what you’re comfortable with.’ We wanted to take their brands and give them back in a way people might not have seen before. There’s a trend with office spaces to look more domestic these days and we felt it was a good way to make a large impact.”

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