KFC rebuilds its whole identity around the bucket
Culture Index
Score Breakdown
Relevance
18/25
Freshness
25/25
Authority
18/20
Brand Signal
2/15
Depth
5/15
5-Axis Cultural Radar
KFC’s new look revolves around the bucket. Not as packaging, but as the organising idea for the whole thing. JKR, the global branding agency behind the work, treated the bucket as the creative unlock and built the entire system around it, a framing device and a storytelling device rather than just the thing your chicken […]
