The agency takes the legendary bucket and transforms it into an unmistakable beacon of flavour and culture

The new global KFC rebrand by Jones Knowles Ritchie was officially unveiled this week, and it's much more than a logo tweak - it's a complete brand system redesign that KFC describes as the next chapter of the brand across 150+ countries.

The refresh leans into the elements that already make the brand recognizable. The Colonel becomes a stronger focal point, typography is pushed to be bolder and more dynamic, and subtle graphic cues enrich the system. A redesigned “C” references the form of a drumstick, while oversized type treatments on packaging help create a visual language that feels both modern and distinctly KFC.

The scope of the refresh extends far beyond graphic design. It represents a broader rethinking of how the KFC brand is experienced across physical and digital touchpoints. From restaurant interiors and digital interfaces to voice and service interactions, every element has been aligned within a single system. 

"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." Tosh Hall, Global Chief Creative Officer, JKR

For more information on the design, visit JKR's website or follow them on Instagram .

Credits:

The illustration system was developed with a group of international artists and illustrators: Benardo Henning (Buenos Aires, Argentina), Eva Cremers (Amsterdam, Netherlands), UV-朱 (Xiamen, China), Belén Díaz Guerra (Lima, Peru), and Boomrangg (Mumbai, India).

Lifestyle photography was created in partnership with Reece James Morrison, and food photography was created with Frankie Turner.

Typography was created in partnership with StudioDRAMA.

The ‘Finger Lickin’ Good’ mark was crafted with Tobias Hall.

Film music was worked on with Antfood.

Want to receive monthly packaging inspiration? Sign up for our newsletter!