Opportunity: Research showed that 75% of consumers thought of Colonel Sanders as a "brand salesman" rather than the innovative, hard-working cook and engaging personality he really was. Acknowledging this, KFC wanted to reconnect with what was best about the brand.
Solution: Tesser knew it would be important to keep the brand?s heritage intact while updating it for contemporary audiences. The new Colonel Sanders logo is more youthful and energetic, while the addition of an apron provides context for a new generation of customers who are unaware of the Colonel's passion for cooking and his "hands-on" attitude. The new KFC logo and in-store graphics address this: re-energizing the brand with fun, fresh copy and "old school cool" graphics all combining to create a striking balance between a retro and contemporary style.
Project scope included:STRATEGYIDENTITYRETAIL DESIGNGRAPHIC DESIGNVERBAL BRANDING