KFC Unveils 'Bucketverse' Rebrand with JKR, Expanding Visual Identity Across 34,000+ Restaurants
KFC has unveiled a rebranding initiative in collaboration with creative agency JKR, which includes a new logo, typography, interior designs, packaging, app interface, and social media voice. The rebrand introduces the 'Bucketverse,' featuring a standardized bucket in the logo along with a revamped Colonel. Two unique typefaces, Kentucky Fried Serif and Kentucky Fried Sans, were developed in partnership with StudioDrama. The color scheme retains red, white, and black, complemented by an enhanced 'Herbs and Spices' system. Photography will utilize a 'bucket lens' with contributions from Frankie Turner and Reece James Morrison. Additionally, global artists will contribute to a new illustration system. This rebranding will debut in the UK and Ireland this month, followed by Australia and the US, impacting over 34,000 locations. KFC CEO Scott Mezvinsky aspires to 'set the standard for modern chicken in QSR.'
Key facts
- KFC rebrand developed with creative agency JKR, updating logo, typography, restaurant interiors, packaging, app design, and social media tone.
- New identity called 'Bucketverse' centers on a redrawn, standardized bucket as an extension of the logo.
- Colonel refreshed with warmer expression; two custom typefaces (Kentucky Fried Serif and Kentucky Fried Sans) created with StudioDrama.
- Red, white, black palette remains; expanded 'Herbs and Spices' color system added.
- Photography shot through 'bucket lens' with Frankie Turner and Reece James Morrison.
- Illustration system by global artists: Benardo Henning, Eva Cremers, UV-朱, Belén Díaz Guerra, Boomranng.
- 'Finger Lickin’ Good' promoted to a 'standard of behavior' with a mark by Tobias Hall.
- Rebrand rolls out first in UK and Ireland this month, then Australia and US, eventually to 34,000+ restaurants in 150+ countries.
- KFC CEO Scott Mezvinsky: 'clear opportunity to set the standard for modern chicken in QSR.'
- JKR coined QXR (quick experience restaurants) to describe the shift from QSR.
- Digital presence treated as 'expressive canvas' with motion across apps, screens, and social media.
- Follows 2018 'FCK' apology ad by Mother London.
Entities
Artists
- Benardo Henning
- Eva Cremers
- UV-朱
- Belén Díaz Guerra
- Boomranng
- Tobias Hall
- Frankie Turner
- Reece James Morrison
- Colonel Harland Sanders
- Boomrangg
Institutions
- KFC
- JKR
- StudioDrama
- Mother London
- National Restaurant News
- StudioDRAMA
- Antfood
- PRINT Magazine
Locations
- UK
- Ireland
- Australia
- US
- Buenos Aires
- Argentina
- Amsterdam
- Netherlands
- Xiamen
- China
- Lima
- Peru
- Mumbai
- India