In 2021 the team at IAM received the brief from KFC global to create 8-10 art pieces that were to be usable across all KFC restaurants globally, and would convey the brand through a more artful image, instead of the more textual pieces we created for them previously. It was also important to KFC that the artworks were created to suit a range of different scales and formats, and would work for all markets.
In this team I worked together with 1 art director, with me being in the role of graphic designer. I created 3 design concepts and presented these routes to KFC’s global design lead. After the choice was made for a design route, I did the creation of the actual artwork for all application sizes; from small framed A4’s, to huge 5 meter long walls, we created designs for multiple uses and sizes to give KFC a good library of artwork they could use flexibly across the world. As a final part of the project, I also created an application guide.
For each artwork, we looked at which part of the brandstory we wanted to tell. There are 2 categories we defined; The Food, and the Colonel and his success story. By using these stories in the artwork, the client could pick and choose which story to tell in what part of the customer journey.
The next images will first show 3 design concepts, and then will show the final artwork design.
Style concept 01 - Collage
Collage inspired hand crafted look, hand written notes, layering, cut-out style, using different textures
Style concept 02 - Patterns
Combining different patterns with photography, and graphic brand elements
Style concept 03 - Abstract
Using shapes and textures in a more abstract way
Chosen design style: concept 02 - Patterns
Final design A: with a focus on food & freshness.
We used a mix of new pattern design – using brand assets such as the glasses and bowtie – combined with heritage photography.
Left: application 01 - Frames
Right: application 02 - Isolated artwork (for smaller and medium sized walls)
Right: application 02 - Isolated artwork (for smaller and medium sized walls)
Application 03 - Full bleed artwork (for larger walls)
Final design B: with a focus on the Colonel and his success story.
I used a mix of new pattern design – using brand assets such as the glasses and bowtie – combined with heritage photography
Application 03 - Full bleed artwork (for larger walls)
The work out in the wild! (Asia, 2022):
KFC India (2023):
