KFC has unveiled a sweeping global rebrand designed to usher in the brand’s next chapter. Developed in partnership with JKR, the initiative spans a refreshed visual identity, packaging system, restaurant environments, menu innovation and digital experiences. At the heart of the new brand platform is the iconic KFC bucket, reimagined as both a storytelling vehicle and a unifying frame across customer touchpoints.
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The broader brand system has been reimagined to make KFC’s most recognizable assets more expressive, culturally relevant and adaptable for today’s audiences. Beyond the elevated role of the bucket, the logo evolves from a flat mark into a dimensional brand asset, while the lettermark is refined into a cleaner, more legible shorthand. The brand’s signature stripes—previously used primarily as a background graphic — have also been transformed into a typographic element that plays a more active role in visual storytelling.
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The traditional red, white and black palette stays put for instant recognition. It is being complemented by a secondary system called Herbs and Spices — a nod to the original recipe. Typography-wise, KFC now has its own customized type system, Kentucky Fried Serif and Kentucky Fried Sans, drawn from the lettermark. It was developed in partnership with StudioDRAMA with lettering artist Tobias Hall crafting the actual mark.
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The Colonel himself is getting a subtle makeover — a more purposeful role and a more welcoming expression. The illustration system was built with a roster of international artists, while lifestyle photography came from Reece James Morrison, and food photography from Frankie Turner. Film music was created by Antfood.
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Says Sean Thomas, global executive creative director at JKR: “This 360 evolution spans the entire brand experience. From the design system and brand assets to restaurant environments, packaging, digital platforms and tone of voice, every touchpoint has been rethought. More expressive, more connected, more KFC.”
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In the coming weeks, the global rollout is expected to expand across the US, Australia, UK and Ireland, with additional markets following through the year. In conjunction with the rebrand, KFC is placing a new emphasis on boneless chicken products, sauce flavors, and a broader drinks offering.
KFC is also introducing a new generation of restaurant environments designed to prioritize hospitality alongside operational efficiency. Conceived to be more dynamic and responsive, the spaces are designed to evolve throughout the day to accommodate a range of dining occasions. Rolling out across key global markets in a variety of formats, the next-generation restaurants aim to elevate the guest experience while bringing the brand’s hospitality-first ethos to life.
One is a newly designed spaces include an open-concept design in McKinney TX, reinterpreting the brand’s heritage with modern energy; and the second is an immersive, two-story restaurant in Dubai. The vision will continue to evolve globally as new builds and restaurant remodels embrace the next era of restaurant design.
