KFC / North American packaging
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KFC wanted to update their food packaging to closer fit how we were treating the brand in all other areas. We leaned into the brands heritage and created a modern version of the classic, using the hand drawn Colonel icon and heritage Kentucky Fried Chicken type treatment.
Role: Design Director
Designers: Dave Hagen, Seth Shelman (fries packaging)
Photo art director: Elora Clement
@ Wieden+Kennedy
The North Amercian audience can identify with the Colonel as a man (instead of as an icon) so we treated the icon in a hand drawn way and brought his voice into all of the packaging.
Updated food icons better represnted the brands values when it spoke about food.