Ведущий американский портал о дизайне упаковки The Dieline опубликовал обзор ребрендинга легендарной сети ресторанов KFC в России. Изменения затронули фирменный стиль и коммуникационную концепцию бренда.
"To change everything without changing anything". This was a task set out by Depot WPF in redesigning the packaging for KFC Russia. After many months on the project, the packaging has finally hit stores and looks better than ever. With bold pops of color used to distinguish one menu item from another, the new design adds a bit of flair and "premiumness" to the once dull, outdated look.
In this case, photography worked in their favor on sandwich boxes and wraps giving the consumer a seek peak to what lies inside the packaging.
"With the help of new design we made KFC closer to the consumers and more iconic. The packaging became bold and personal appealing. We also made product differentiation more clear and focused on brand's signature dishes and branded products. Actually, we changed the brand perception in Russia completely performing in terms of global guidelines."