finger lickin' good

When we were approached to create a signage system for one of the world’s most iconic brands, we knew this project had to be different. KFC isn't just globally recognized—it’s globally loved. From one restaurant in Kentucky to over 21,000 locations in more than 130 countries, the brand’s story has always been one of originality, heart, and purpose. So, when we were asked to help translate that legacy into a cohesive and flexible Kit-of-Parts artwork system, we saw it as more than a design challenge. We saw it as a chance to be part of something legendary.

We started by immersing ourselves in what it truly means to be Always Original. That principle isn’t just a tagline—it’s the soul of KFC, and it touches everything from the food to the tone of voice. Our goal was to build a visual language that could scale globally while still feeling personal, authentic, and unmistakably KFC. We looked to the brand’s two narrative pillars—‘The Food’ and ‘The Colonel’—as our creative foundation. From there, we developed a modular design toolkit that included illustrations, textures, storytelling panels, and visual accents that could be deployed across every touchpoint in the customer journey.

“The Colonel”—the man, the myth, the legend. As an enduring symbol of the brand’s rich history, he became the centerpiece of our focus. At the same time, we sought to honour the legacy of great photography and memorable brand moments that paved the way. Our goal was to build on the iconic imagery already present in KFC’s visual repertoire.

For us, this project was about more than simply delivering assets—it was about honouring a brand we deeply respect. Creating a flexible visual system gave us the chance to contribute to KFC’s legacy in a meaningful way, and we’re proud to have played a part in bringing that vision to life.