KFC undergoes major brand refresh by JKR

The global redesign features updates to KFC’s menu, restaurant design and brand identity, and is set to be rolled out across its 34,000 fast food outlets. Global branding agency JKR was tasked with reimagining the KFC experience, which it achieved by placing the brand’s iconic bucket at the heart of its identity.

The success of the fast food chicken market worldwide in recent years prompted KFC to invest over £1.5bn over a five-year period in the UK and Ireland alone. Following the well-received launch of its new spinoff brand, Saucy by KFC, the American multinational has unveiled plans to redevelop the KFC experience worldwide.

Alterations to the KFC menu include an emphasis on the pairing of the company’s boneless chicken options with its new global sauce ‘pantry.’ Over 20 variations of sauces have been crafted to tap into growing consumer demand for personalisation and sensory flavour experiences.

Meanwhile, ‘Dunked’ menu items feature tenders, wings and sandwiches drenched in sauce. Another big change sees the introduction of ‘KWENCH by KFC,’ a new beverage platform designed to meet the demand for daily feel-good indulgences.

These changes dovetail with KFC’s new restaurant experience. Designed with hospitality in mind, KFC says the spaces can adapt throughout the day to meet different needs.

A final crucial addition to these updates is the evolution of KFC’s brand identity. Created by JKR to feel more relevant, expressive and aligned with modern culture, the reenergised design deliberately retains KFC’s undeniable brand legacy. The iconic Colonel still features prominently, but undergoes a subtle update. Elsewhere, the highly recognisable KFC bucket is placed front and centre.

“In an increasingly crowded category, we have a clear opportunity to set the standard for modern chicken in QSR,” says Scott Mezvinsky, CEO at KFC Global. “This next chapter brings new energy and expression to what makes us iconic, while doubling down on our chicken and reimagining how fans experience KFC around the world.”