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OUGD603 | Extended Practice | Brief 06 | YCN Student Awards 2017/18 - KFC Bucket Design Brief

YCN Student Awards 2017/18 - KFC Bucket Design



The Brief
  • Create a fresh new design for the KFC bucket that will con temporise it, and elevate it to true iconic status. 
Background
  • KFC, the world's largest chain of chicken-based service restaurants, grew from the chicken business set up by the Colonel Harland D Sanders in the 1950s. The Colonel had found a way to combine 11 herbs and spices with flour to create a unique taste, and to this day the secret recipe is only known to a handful of people. It is locked away in a vault in Louisville, Kentucky. 
  • The KFC bucket is widely recognised piece of packaging, synonymous with KFC's Original Recipe chicken, and with family sharing occasions. However, as the way in which people share food changes, the bucket needs to be con temporised and moved to true iconic status. 
  • Historically, the bucket has symbolised family time together. But sharing food isn't just about the traditional family; it's groups of mates having a night in, a late night feast after a band rehearsal, or post-match celebration. When people come together and feast together, thats's what true family is about. 
Creative Challenge
  • Create a design for the KFC bucket that is fresh and contemporary, and that will move this piece of packaging to cultural icon status, relevant to every 'family'. This is an artwork brief for the KFC core bucket, not a structural packaging change. It can be a core design update, special seasonal designs, a limited edition design, a range of limited edition designs, or a combination of these. 
Creative Considerations
  • Theme: If you roll together, feast together. The design should be celebration of all different 'families' in life that come together. A celebration of the bonds that tie us together. 
  • Tone: Celebratory, energetic and bold with some swagger. 
Brand
  • KFC Brand Values: At KFC we believe in doing things the right way. That means that, in everything we do, we bring to life our values of Hard Work; Grit; Hospitality; Authenticity; Integrity and Generosity. These values is from the founder of KFC, Colonel Sanders. 
  • KFC Brand World: KFC has a proud Southern US heritage.
  • The brand utilises the best of the South and remix it into something modern, soulful and energetic. 
  • It has a modern, fresh and welcoming world, not constrained to the Southern States of the USA, but inspired by them. 
  • It's a vibrant and modern spirit that exists in European cities from London to Lisbon. 
Target Audience
  • UK adults, sharing in groups of two or more. Bias towards 18-34 years old (both sexes). 
Mandatories
  • Colour palette: All designs need to use the core KFC colour palette of red, white and black, but do not necessarily need to be limited by this. 
  • Pantone: PMS red 187 (CMYK:01/100/79/20)
  • Pantone: PMSD Black (CYMK:20/20/20/100)
  • Pantone: PMS White (CMYK: 0/0/0/0)
  • Branding: The only branding on the bucket will be the KFC logo, the rest of the bucket is up to the designer. The logo can either be white, red or black. 
Signing your Artwork
  • Add a signature to the artwork, signing it like an artist would be best on their finished piece. They want the customer to pick up the bucket and get it sign that it was created and created by the actual designer. 
Size
  • To make sure that the design fits our core bucket, you can use the specifications provided in the cutter guides that are included in the supporting Project Pack.
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