The challenge was to communicate KFC UK’s core brand values of freshness and enjoyment, as well as their drive towards sustainable and ethical use of ingredients, in a direct and contemporary visual way. We were keen to avoid the meaningless background ‘graphics’ that pervade the fast food market. We employed well considered photography and typography, within a scaleable layout system that would work across wall coverings in large and small stores.
Studio Constantine and Peter Leung curated a library of images around the key themes, and constructed a tertiary colour palette of neutral tones to compliment and pace the photography. We also developed a number of typographic ‘lock-ups’ for use within the broader wall layouts, and individually in poster-style framed pullouts.
Finally, we developed the layout system for use in deployment across different locations. The grid and content areas were defined by employing the golden section. The intention was to ensure a balanced composition regardless of the scale of specific stores or wall dimensions.
Store images are from the first rollout in Crewe.