Friday, 8 December 2017

OUGD503 - Responsive - KFC Brief - Existing Packaging Analysis


I have started some primary research on the KFC brief by going down and sampling the food ;) so I could have a look at the existing packaging.

  


First I looked at the shallow bucket from the Mighty Bucket meal. It has recently been redesigned by Bread Collective, a design collective based in East London. The design consists of just 3 colours, red white and black - linking in perfectly with the rest of the KFC branding and keeping things simple. The bucket is mainly typography based, with lots of different typefaces being used, from script to serif to contemporary sans-serif styles. The type is used to display a range of words and phrases related to KFC's main theme - family and togetherness.

Phrases such as 'thick as thieves', 'arm in arm', 'fam', 'buds', 'squad goals', 'unity' etc are used to convey the idea that KFC is meant to be shared and eaten together. Very little imagery is used, aside from a few small illustrations that go alongside some of the phrases. Whilst the design is busy and engaging, the white background and space between the type allows it to breathe and stops it being too overwhelming.

The bucket itself is a simple shallow circular 'tub' shape that came with a paper lid that was lifted off by a finger hole on one side.



  


The box that the fries came in was of the same design as the bucket - the togetherness phrases and words were displayed in fun and dynamic typography.


The small popcorn chicken box differed to the rest of the packaging - it was in KFC's traditional style with the white and red stripes and stars, alluding to the American flag. Whilst the stripes are striking and effective, the text can get lost over the top of the pattern.

  
 

No comments:

Post a Comment