OUGD503 - Responsive - KFC Brief - Making the Collages

After deciding on a collage style for the KFC bucket, I chose my first image to work from. I really liked this one of the four boys together as it had a fun vibe to it and perfectly demonstrated what I was trying to express.

I started by placing a piece of chicken over each of the ice creams in the boys hands, aligning it up perfectly with the cone.

Originally I was going to replace the entire ice cream with the chicken leg so the boys were holding the full thing, but then I decided it would have a more fun effect if I just changed the top of the ice cream to the chicken. I duplicated the layer on top of the background and erased out a space where the chicken would go.

Once I started placing the chicken pieces on the middle layer in between the two images, I could see how the final image was going to come together.

Aside from the watermark, I was quite happy with the final outcome as I felt it was effective and quirky, with the positive energy I was after.

I created a similar set of images using the same technique.

  

 

 

 

 

 

OUGD503 - Responsive - KFC Brief - Developing Ideas

After looking at the vintage photography of people eating together, I started collecting particular images I thought could work well with the brief.

  

  

  

The one thing I did think about these particular images is that they all have a positive energy - KFC is all about having a great time, laughing and joking with friends and family and enjoying food etc. I felt these images would be ideal for use on the bucket in order to create a positive and fun energy and vibe.

I then started looking at pictures of fried chicken.



I thought about ways I could incorporate the chicken alongside the vintage photography. Collage is something I love and very often turn to within my work as I feel you can do so much with it and it is really relevant in contemporary art and design right now.

I decided that a collage-style route was the best idea to take forward so I began playing around on photoshop.

 

OUGD503 - Responsive - KFC Brief - Idea Generation

After analyzing the current existing packaging, I started to look at different ideas and directions I could take the design.

I wanted the idea of togetherness to be my main focus during idea generation as this was what KFC had their main emphasis on.

I thought about the ritual of eating together and how it is seen as social thing between people, and this led me to start looking at photographs of people eating together.



These pictures I found were very cheesey, I wasn't too keen on them and I wanted to stay away from a cheesey route as I felt this was what KFC would be expecting.

I then thought about the history behind eating together and how it something we have done traditionally since the beginning of time, especially after the world war where we began eating together a lot more due to no longer rationing our food. This led me to look into vintage/old pictures of eating together.



I am really into vintage photography and these images really excited me - I thought I could do something fun and quirky with them in order to fit well with the idea of togetherness but in an engaging and cool way.

OUGD503 - Design for Screen - Reviewing Design Process

     

Did you analyse/interpret the brief?
- Yes, because I technically created the brief myself so it was easy to work from. I shaped the brief around an idea I had already formed in my head which made it easier to stick to.

Did you think about the contexts of the brief?
- Yes, I did lots of prior research including persona development in order to get a better understanding of the context in which the app would be used.

Did you outline the problem?
- Yes, I noted that there were basically no apps that sell baby clothes, meaning busy new mothers had to find time to sit down at the computer and go online rather than ordering things quickly and easily from their phone. This gave me a clear gap in the market to work towards.

Was your research thorough and meaningful?
- My research definitely wasn't thorough, again due to things such as time restrictions etc. I did find research difficult though, as there was no competitors or existing similar apps to compare it to - I had to look at clothing apps for adults rather than children, and baby websites rather than apps.

Did you arrive at some ideas through research?
- Yes, looking at the way other clothing apps were structured really helped me in terms of knowing what to include in my own app design.

Did you generate more than 1 conceptual idea?
- In the beginning I had a few different routes I could take with the branding, I experimented with style/colour etc, but I only took one idea further forward.

Did you generate multiple visual/creative solutions?
- In a way, yes, as I created different versions and variations of the app in order to see which worked best.

Did you develop several possible solutions?
- See above q.

Did you go through an iterative process of experimentation and improvement?
- Kind of yes, I did play around and experiment with the functioning of the app, but I had little to no knowledge of app design or the way they work, so my experimentation was limited.

Did you propose a number of possible solutions as protoypes?
- Once I had made the app I viewed the prototype on my mobile phone which allowed me to see which parts I needed to improve.

Did you develop your prototypes further?
- Yes, I made appropriate corrections and improvements to the initial app design.

Did you test and experiment with your production processes?
- Not really, it was hard to do with an app and little knowledge of the area.

Did you leave enough time to ensure your final outcome was as good as it could be?
- Yes, I actually did quite well for time in this project and found I was ahead of myself, which allowed me to add extra elements to the app to make it better.

OUGD503 - Design for Print - Reviewing Design Process

  
  

Did you analyse/interpret the brief?
- To an extent yes, but I probably could've taken this further. This was a strange brief where we planned our own project and then had to give it to someone else - this led to some confusion and difficulty between briefs. I almost had to take the brief in my own direction rather than sticking to requirements etc.

Did you think about the contexts of the brief?
- Yes definitely - it was important to think about the content inside the guidebook and where abouts it would be sold. Shops such as Urban Outfitters were mentioned in the brief as potential places the book would be sold, which meant I had to stick to a certain aesthetic and style to suit these sort of settings.

Did you outline the problem?
- I think so, as the whole idea was to try and make indoor plants a cool and interesting thing for younger people who may not have much knowledge of the subject. I had to make sure the book was quirky and fun in order to engage the audience.

Was you research thorough and meaningful?
- My research definitely wasn't thorough as we had a certain time limit and things became quite rushed. The research that I did do I felt was beneficial to the project and helped spur my ideas along, but I would've like to research a bit deeper and more thoroughly if time had allowed.

Did you arrive at some ideas through research?
- Yes, researching into the topic gave me some ideas almost instantly - some successful, some not, but it helped kick-start my thought process and design work.

Did you generate more than 1 conceptual idea?
- Initially yes, I had a few potential routes I could take aesthetically, but I chose to develop one of these ideas further. I could have probably pushed another idea forward too in order to compare the two deeper into the process.

Did you generate multiple visual/creative solutions?
- I had multiple variations of my final design, with slight differences between them, but nothing too major. This is something I could work on in order to give me more choice towards the end of the process.

Did you develop several possible solutions?
- See above q.

Did you go through an iterative process of experimentation and improvement?
- Kind of, I could've experimented a lot more, but again I was pushed for time.

Did you propose a number of possible solutions as prototypes?
- No just one.

Did you develop your prototypes further?
- Yes, once I had printed my prototype it was clear what I needed to change before creating the final outcome.

Did you test and experiment with your production processes?
- Yes, a bit, but again pushed for time so was limited in the amount of experimentation I could do.

Did you leave enough time to ensure your final outcome was as good as it could be?
- I was happy with my final outcome, but if I had more time there were more things I would like to do with it to improve it.

OUGD503 - Responsive - KFC Brief - Merchandise

OUGD503 - Responsive - KFC Brief - Chicken Truffles

"There's just something slightly more upsetting about the opposite concept: adding chicken seasoning to a traditional chocolate dish. Truffles, to be exact. Fancy artisan truffles. Truffles that definitely didn't do anything to deserve this.

Unfortunately, our voice of reason comes a little bit too late. KFC in New Zealand has already launched their chicken-flavored chocolates, just in time for Mother's Day. 

Well, at least they have the good sense not to go it alone. The fast food brand has instead partnered up with an artisan chocolatier, Kako Chocolate, which, according to the New Zealand Herald, will help the brand give away 20 limited edition chocolate boxes in a Facebook competition to be held on Wednesday. They're actually producing a total of 50 boxes, with the first 30 being delivered to KFC superfans.

(Which begs the question: What is a KFC superfan, and how does one go about registering their superfandom with the brand's headquarters? If you find out, do let us know.)

Within the boxes being auctioned off on Facebook, there are four chocolates, with two of each creative flavor: The first is a "nutty and creamy milk chocolate truffle topped with 23 carat gold leaf and seasoned with the Colonel's eleven secret herbs and spices," and the other is "a dark chocolate truffle infused with their signature hot and spicy marinade".

OUGD503 - Repsonsive - KFC Brief - Edible Bowls

"Fast food is certainly convenient, but it also involves a lot of waste for just one person: bags, plastic silverware, disposable plates or containers, napkins, and more. KFC in India has released their edible bowl with one of their popular menu items, Rice Bowlz, in hopes to reduce some of that waste.

The tortilla bowl was introduced in Bangalore, India where plastics were recently banned, and it replaces plastic packaging used for the menu item that is India-specific. Rice Bowlz is actually one of the chain’s top selling items, contributing to 6% of the domestic revenue. For such a popular menu choice, the fried chicken chain clearly has awareness of the trash they produce and are actively looking for solutions.

Rahul Shinde, MD of KFC India states, "We will not charge more for our edible bowls. We will wait for consumer response and depending on the pace of adoption, we may roll the concept out to other items on our menu."  

KFC has also experimented with other edible packaging before. Last year, U.K. locations tried out edible coffee cups made from biscuit, sugar paper, and heat resistant white chocolate."

Jocelyn Bynoe, Brand Manager, KFC adds, "We have been experimenting with edible packaging to see if it could be a feasible product to bring to market in limited quantities and thought that if our customers occasionally like to have their cake and eat it, why wouldn’t they want have their cup and eat it instead.”

OUGD503 - Responsive - KFC Brief - Finger Lickin' Good Nail Polish

"Back in April, we posted a photo of KFC's edible nail polish on facebook not sure whether the product was in existence or just another clever April Fool's joke. Well, we can now confirm that these FINGER LICKIN' GOOD polishes are actually real and taste just like chicken! A project years in the making, Ogilvy & Mather worked with food scientists over at McCormick to develop these special goodies for KFC Hong Kong. 

"To use, consumers simply apply and dry like regular nail polish, and then lick—again and again and again."

Not only is this product turning heads for its unique quality, its packaging makes it all the more desirable. Designed to look like a luxurious cosmetics brand, the sparkly taupe, and orange polishes are placed in glass containers embellished with the words "It's Finger Lickin Good" in playful type. The overall design is sleek and modern and could easily be found in major beauty stores like Sephora and Ulta if KFC Hong Kong chose to expand the line. "

OUGD503 - Responsive - KFC Brief - Extra Crispy Sunscreen

"Yes, you read right–KFC now has a sunscreen. A pretty crazy idea but if you are one of those people who love the smell of fried chicken, this is for you. It seems that KFC is tapping into the beauty market and just like its recent Nail Polish line, this chicken-scented product was sold out in less than 3 hours. 

Packaged with the KFC colors of red and white and decorated with the iconic Colonel Sanders, this 

novelty item is exploding on the internet and if you are one of the few to acquire one, lucky you!"

OUGD503 - Responsive - KFC Brief - Rugby Buckets

New Zealand agency four eight five designed these clever buckets that can be worn by die hard rugby fans who want to act as the ultimate cheerleaders in the stands.

BRIEF

“Produce a unique, limited-edition KFC classic bucket range celebrating the brands partnership with New Zealand’s Super Rugby tournament.”

IDEA

“Every fan is the team’s cheerleader and part of their clan.”

SOLUTION

“Why not create something with a dual use like a piece of wearable packaging. A piece of

packaging that enabled fans to become cheerleaders of their favourite Super Rugby franchise. The fan bucket is an interactive piece of packaging. Fans would bring buckets to events or receive them at the gate. Advertising regulations in stadiums are very strict. Rules state that no one can advertise over 1.2m high, the exception (we discovered) is something wearable.”

“Cutting into the traditional form of the bucket had never been done before. An innovative die and process was devised by Detpak the manufacturer, which involved a two stage process of pre-printing the sheets of board prior to forming the buckets to get the desired finish.”

“Highly visible in the busy stadium environment, the packaging enabled maximum brand recognition for KFC, and the rugby franchise. The ‘bucket hats’ were custom branded for each team, using their unique colour palette and logos.”

“Visible at eye level literally where they were unmissable and became collectable to the fans.”

OUGD503 - Responsive - KFC Brief - Russian Re-design

"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."

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