KFC has unveiled a global brand refresh. This transformation is not merely a logo change, but a project to overhaul the entire brand experience, encompassing menus, stores, packaging, advertising, and digital displays.
The core symbol is the bucket. KFC has expanded the bucket, originally a packaging container for chicken, into a key asset that connects the entire brand. The form and image of the bucket are utilized more actively across packaging, advertising, apps, and store design.
JKR was responsible for the new identity. JKR described KFC's brand world as the "Bucketverse." Its key feature is the use of the bucket not merely as packaging, but as a visual framework to capture the brand experience.
The Colonel Sanders logo has also been slightly refined. While not a major change, the outline and collar details have become sharper, and the design has been organized to ensure better visibility in digital environments. The brand name is positioned more flexibly within the bucket shape.
A new exclusive typeface has also been applied. KFC has reinforced its brand tone using Kentucky Fried Serif and Kentucky Fried Sans. While maintaining the existing red, white, and black colors, graphic elements inspired by 11 herbs and spices have also been added.
Menu changes are also underway. KFC is strengthening its boneless chicken menu, such as tenders and wings, and expanding its range of sauces to over 20. The beverage brand KWENCH by KFC is also being expanded, broadening beverage options with items like Boba Refreshers, Sparkling Lemonade, and Iced Coffee.
New store designs will also be implemented. An open-concept store is scheduled to open in McKinney, Texas, and a two-story immersive store in Dubai. Through these new store designs, KFC modernizes the ordering, dining, and pickup experiences.
This rebranding will begin in the UK and Ireland and expand to other markets, including the US and Australia. KFC operates over 34,000 stores in more than 150 countries worldwide.
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