More from designers I-am - https://i-amonline.com/case-study/kfc-new-restaurant-design-communications-strategy/ A BOLD EXPRESSION IN KFC’S NEW STORE DESIGN Designing KFC’s innovative restaurant concept and brand expression There are dramatic changes afoot in the world of ‘Quick Service Retailing’, driven by new levels of consumer expectations and dynamic new food experiences. This revolution is exemplified by KFC’s mission to express its true values, much loved product proposition and brand story, through the experience in its restaurants. Having already taken KFC several leaps forwards in its transformation through small, fast-casual metropolitan concept, I-AM secured the brief to update the design, customer journey and in-restaurant communications for KFC’s primary format. KFC’s Brand Personality KFC’s story is irresistible; and its personality has always been inseparable from a joyful love of chicken. Lately a bold energy and vibrancy is driving KFC in the UK, celebrating the brand’s story, taking pride in the simple, joyful deliciousness of Finger Lickin’ Good fresh fried chicken and the social aspect of bringing people together over a KFC. These themes are being newly expressed.
