KFC / Chicken Sandwich launch
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Chicken Sandwich mania was taking a hold of the country in 2021, and America’s most famous fried chicken brand created a NEW chicken sandwich that not only rivaled the competition, but was something that KFC belived was the best sandwich they had ever made.
For the launch, they asked us to create a key visual that would stand out from the rest and be quickly identified as KFC when the press did taste tests. We leaned into the KFC brand heritage and incorporated the famous bucket into the images. This was successful in two ways: it quickly helped customers see it as a KFC sandwich and also gave a quality nod—subtly reminding people that the chicken they grew up with and loved was the same chicken that was in the sandwiches.
Role: Design Director
Designer/Art Director: Dave Hagen @ Wieden+Kennedy
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The chicken sandwich packaging was designed to look like the iconic bucket—very simple, yet memorable. We wanted to get people to make the connection between the chicken sandwich and the iconic bucket and understand that the same famous chicken was in both. A modern classic!
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OOH With the “chicken wars” in full swing, KFC took a stand and took thier rightful place at the top of the chicken food chain. The Colonel would have been proud.
