KFC has announced one of its biggest ever rebrands, which spans every touchpoint around the world. The new look was created by JKR, the agency behind the much-loved rebrand of Burger King a few years ago.
At the centre of the rebrand is a refreshed Colonel, who's been given a slightly thicker outline as well as a neck/collar. The iconic bucket has also been changed, with the brand name now either side of the Colonel rather than underneath.
It's one of those rebrands that feels like it's been around for ages, which can only be a good thing. I can't imagine people getting too upset about this one, but then again, that's not really how the internet works.
The new branding comes to life across packaging, digital platforms, advertising and restaurants. Will this be another Brand Impact Award winning project for JKR? Only time will tell.
The evolution of the brand is extensive, with changes made to not just the bucket and The Colonel but also across the logo, which has become more 3D, the lettermark, the typography (developed with Studio DRAMA), the illustration style and tone of voice. The bucket is at the heart of the new system.
Elsewhere, there are new menu options, which are focused around items for dipping, dunking and solo snacking, plus a new drinks menu.
There are also new restaurant designs including an open-concept design in McKinney, Texas, and a fully immersive restaurant in Dubai. These are both opening later in the year. And you can expect the new look and feel to roll out across other locations around the globe in due course.
“KFC has always believed in doing things differently, with a passion and originality that created a category and made it unmistakable," says Sean Thomas, global executive creative director at JKR. "Our role was to help it evolve for the next chapter, in a way that only KFC could. Where to start? By building a world and experience that consumers could step into. We call it the Bucketverse.
"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.”
“Nothing hits like KFC and that sentiment doesn’t stop at the chicken," says Matt Michaluk, executive creative director (experience) at JKR. "It carries through every inch of the new experience, from ordering on the app, stepping into a restaurant, all the way to that finger lickin’ moment and beyond.
"That’s why we’re pioneering a disruptive category shift with KFC, taking things from QSR (quick service restaurants) to QXR (quick experience restaurants). You’re going to see next-level hospitality, crave-worthy content, and culture-defining activations.
A brand turning experience-led distinctiveness up to 11.”
What do you think of the new look? Let us know in the comments.
The Brand Impact Awards 2026 are now open for entries! If you have a standout branding project from the last year that you think deserves recognition, you need to enter the BIAs. You have until July 9 to enter and you can do so on the Brand Impact Awards website.
