About the Brand

Step inside any KFC outlet around the world, and you’re greeted by a modern, inviting atmosphere. The brand isn’t just about good food, it’s about a whole dining experience.
Their signature red and beige color scheme creates a consistent brand identity that’s instantly recognizable. This focus on global design standards is more than just aesthetics; it’s a key part of KFC’s innovative approach to brand communication.

Challenges

Recognizing this, the KFC India creative team approached us with some unique challenges.
• Exhaustive and scattered information between departments which was difficult to compile.
• Lack of one particular source for the information, causing a decline in nationwide expansion due to missing context.
• Language barriers that would complicate interpretation between technical and non-technical workforces.
• Inefficiency in blending KFC’s brand vision and conveying it seamlessly to architects and builders.

Objectives

In line with KFC’s distinctive brand voice and tone, our goal was to articulate our objectives clearly and strategize a plan to achieve the following:
•  Consolidate all the information from multiple departments and POCs.
• Develop a communication deck using this information assimilating KFC’s store guidelines for future store construction.
• Ensure the deck is easily understandable for both technical and non-technical users and curb language barriers that come up in different Indian regions.
• Assist KFC in minimizing errors during the onboarding process for future store vendors and streamline their operations.
• Incorporate KFC’s brand identity guidelines to enhance brand recall.

Execution

• The KFC project spanned a year, requiring ongoing communication, in-depth understanding, thorough research, and continuous feedback with KFC stakeholders.
• A dedicated task force visited the KFC headquarters to compile large volumes of information spread between departments and POCs.
• Detailed development of the communication deck, incorporating the store layouts, interior designs, seating arrangements, kitchen layout, and unique brand features was carried out.
• Delivered a document that was visually engaging to curb language barriers.
• Complied with and maintained KFCs brand guidelines throughout the document.

Results

• Successful curation of information that equated to a deck that was both straightforward and included extensive data.
• Development of a visually captivating communication deck to better facilitate communication of conceptual plans and designs.
• Drastic decrease in errors during the onboarding process for future store vendors, owing to extensive detailing and ease of understanding.
• Heightened brand recall due to brand guideline integration in the deck.