When you think chicken, you should think KFC. Our job was to make sure the leader of the category was showing up like one.
Every category has its leader. When you close your eyes and think about that category, you think of one, maybe two brands. Whether it’s jeans or soda, trucks or phones. When you think chicken, you should think KFC. Our job was to make sure the category leader was showing up like one. The best, the coolest, the freshest. As it should be.
Jones Knowles Ritchie has unveiled a global rebrand for KFC, centering its entire identity around the iconic bucket in what it calls the 'Bucketverse'. The project introduces a 3D logo, custom typefaces, refreshed Colonel illustration, and a unified design system spanning packaging, environments, and digital touchpoints. The rebrand aims to evolve KFC from a quick-service restaurant to a 'quick experience restaurant' while maintaining its heritage and recognisable assets.
PRINT Magazine covers JKR’s global refresh for KFC, which centers the brand’s iconic bucket as the creative foundation for a unified visual identity. The redesign strengthens existing brand elements, introduces bold typography, and extends across packaging, digital, and restaurant experiences. The project reflects KFC’s push toward immersive, experience-driven dining environments.
The PRINT Magazine page highlights Debbie Millman’s long-running podcast series 'Design Matters,' which explores the meaning and impact of design through interviews with leading creatives. The article serves as a hub for episodes featuring designers, artists, and cultural figures, celebrating the show’s influence and longevity. It underscores Millman’s role in shaping design discourse through thoughtful conversation.