The Brief Create a fresh new design for the KFC bucket that will contemporise it, and elevate it to true iconic status. Background KFC, the world's largest chain of chicken-based, quick service restaurants, grew from the chicken business set up by Colonel Harland D Sanders in the 1950s. The Colonel had found a way to combine 11 herbs and spices with flour to create a unique taste, and to this day the secret recipe is only known to a handful of people. It is locked away in a vault in Louisville, Kentucky. The KFC bucket is a widely recognised piece of packaging, synonymous with KFC’s Original Recipe chicken, and with family sharing occasions. However, as the way in which people share food changes, the bucket needs to be contemporised and moved to true iconic status. Historically, the bucket has symbolised family time together. But sharing food isn’t just about the traditional family; it’s groups of mates having a night in, a late night feast after a band rehearsal, or a post-match celebration. When people come together and feast together, that’s what true family is about. The Creative Challenge We want you to create a design for the KFC bucket that is fresh and contemporary, and that will move this piece of packaging to cultural icon status, relevant to every ‘family’. This is an artwork brief for the KFC core bucket, not a structural packaging change. It can be a core design update, special seasonal designs, a limited edition design, a range of limited edition designs, or a combination of these. Please note, this is an artwork brief for the KFC core bucket, we’re not looking for a structural packaging change. You are welcome to supplement your submission with additional structural elements (e.g. a lid, a liner, a carrier), but the core brief is artwork on the existing bucket, for which you can find cutter guides in the supporting Project Pack. Creative Considerations Theme: If you roll together, feast together. The design should be a celebration of all the different ‘families’ in life that come together. A celebration of the bonds that tie us together. The interpretation of this theme does not need to be too literal, it’s more a theme of togetherness relevant for all groups that should come through as a feeling.
Josh Storey
KFC
YCN Student Awards Submission 2017/18