KFC Reveals New Packaging From Wieden+Kennedy Portland
by Rudy Sanchez on 05/12/2021 | 2 Minute Read
International fried chicken maven KFC has unveiled new packaging, modernizing the boxes, wrappers, cups, and of course, the buckets. Additionally, all of the Colonel’s new paper packaging is certified by the Sustainable Forestry Initiative or the Forest Stewardship Council (FSC), with four packages already acquiring the How2Recycle labeling and stamp of approval. Reheating instructions are also added to the update, making it easier for customers to enjoy leftover finger-lickin' goodness.
The new packaging, designed with agency Wieden+Kennedy Portland, consistently applies the brand’s signature red and white lines in a harmonious and contemporary way. The solid red stripes get applied against a white background on every piece of packaging and an illustrated portrait of the founder prominently on the front or top of the new containers.
Dropping the initials, “Kentucky Fried Chicken” is applied in a delightful type that features a wide brushstroke-like flourish at the ends. Copy on the back of the bucket gets written with the amiable and folksy tone that is part of the Colonel’s mascot persona and superbly signed with Sander’s necktie.
Obviously, the brand’s well-recognized slogan, “It’s finger-lickin' good,” remains.
The new, sleek, and contemporary packaging is rolling out to stores and expected to hit restaurants in early summer 2021.