KFC rebranding process started all over the world. The global idea, which is built on a new brand strategy, seeks to change the paradigm of the relationship to food as one of the ways to emphasize their individuality. KFC restaurant is a territory of expression. This is a place where vivid emotions and impressions live, where you can be yourself and share your story with the world. The new brand platform was developed on he information yielded by a complex survey conducted among KFC visitors from all regions.
Today, KFC global brand represented in more than 118 countries and more than 18,000 restaurants. Each country adapts the global concept of marketing communications to their culture and current trends. For example, in the USA KFC decided to return to basics, focusing on the history of the brand.
With the help of new design we made KFC closer to the consumers and more iconic. The packaging became bold and personal appealing. We also made product differentiation more clear and focused on brand's signature dishes and branded products. Actually, we changed the brand perception in Russia completely performing in terms of global guidelines.
The changes affected all KFC brand’s carriers, including product packaging, advertising communications, menu-boards in restaurants, etc. More relevant messages that carry both communication and entertainment purposes have appeared . The food style was carefully updated. The color coding and navigation by product group have been reviewed. Also a logo and Colonel Sanders’s location on the packages have been changed. In general, the new packaging design enhances the perception of KFC brand by the same powerful block in the company colors on each package.