KFC is one of the biggest fast food franchises in South Africa with largest footprint of stores. With the intention off expanding into Africa, we needed to create a future fit solution that could work in markets similar to that of South Africa's.

The target audience was identified as 'David', the Determined Striver, aged between 25yrs and 34yrs old, makes up the majority of KFC South Africa's potential market share and store penetration opportunity.

By simplifying and reducing the Colonel icon we were able to amplify it and give it new meaning. We flexed this new symbol making it culturally and socially relevant.

This was a full brand identity refresh. The brand identity and all the brands assets were updated. The new KFC Colonel icon was rolled out onto packaging, digital platforms like facebook, instagram, twitter, website, tv end frames.

Through the process of reducing to amplify, we simplfied the Colonel icon to its most distinctive characteristics giving us the platform to shift the global brand narrative to a local brand narritive. By simplifying and reducing the Colonel icon we were able to amplify it and give it new meaning. We flexed this new symbol making it culturally and socially relevant.

The identity refresh created a bold and easily recognisable brand within the market place.

We wanted to entrench this new symbol within South African culture.

This new brand refresh is still in the early phase of roll out. But so far has been received well. Other agencies and suppliers are starting to use the new brand language and icon to great effect creating a consistency and recognisable in the market place.