KFC has unveiled a global rebrand centred on its iconic bucket, introducing updates across its visual identity, packaging, restaurant design, digital experiences and menu offerings. Developed in partnership with branding agency JKR, the rebrand has focused on strengthening existing brand assets rather than undertaking a complete overhaul.
As per media reports, the expanded brand system has placed the KFC bucket at the centre of its identity strategy. The bucket has evolved from a packaging element into a visual framework used across communications, physical environments and digital platforms, with the aim of creating greater consistency across the brand’s global presence.
The rebrand has included a refreshed logo, an updated illustration of Colonel Sanders, bespoke typefaces, revised photography and illustration styles, and an expanded colour palette. While KFC’s signature red, white and black colours have remained unchanged, a secondary ‘Herbs and Spices’ palette has been introduced to provide additional flexibility across applications.
KFC has also repositioned its long-standing slogan, “Finger Lickin’ Good,” treating it as a broader behavioural principle intended to shape customer experiences across channels rather than serving solely as a tagline.
The company has introduced next-generation restaurant concepts in markets including Texas and Dubai, with a focus on creating more cohesive dining environments. It has also redesigned digital experiences, including menu boards and screens, to function as extensions of the brand identity.
The refreshed identity has reflected a broader industry trend among heritage fast-food brands towards experience-led design systems that extend beyond logos and packaging. As part of the rollout, KFC has also planned a range of customised apparel inspired by the bucket concept.
The rebrand has begun rolling out in the UK and Ireland and is scheduled to expand to Australia, the US and other markets throughout 2026. Alongside the branding update, KFC has introduced new boneless chicken products, a global range of sauces and an expanded drinks platform, Kwench by KFC.
