KFC Fort St

Hail the Colonel.
Same. But different.

Fort Street was the chance for a contemporary urban take on KFC. Not another KFC, but a new KFC – distinctive, different, yet consistent and authentically ‘Always Original.’

We deconstructed KFC’s stories and visual equities and reconstructed them specifically for a Fort Street audience. Because to succeed in the new downtown neighbourhood, KFC had to be culturally relevant. It needed to fit in, not just stand out.

By dialling up the personality and iconic status of the original ‘celebrity chef’, Colonel Sanders, we shifted the balance and made it cool.

“KFC is a global brand system with international brand standards with a lot riding on consistency, so handing Saturday licence to create something uniquely different for a CBD, in-line store wasn’t a small ask – we had to be confident it would still be recognised as a KFC store at the end of it. They earned that confidence fast and guided us through their design thinking, working with us and our design consultant team closely at every stage. The Fort Street concept was a big hit commercially, not just creatively, and quickly became a reference for how we, together with Saturday, approached new city-centre, walk-in sites such as Courtenay Place in Wellington and Colombo Street in Christchurch. Their creative interpretation of the KFC brand was subsequently adopted in international KFC markets.”

Deidre Gourlay, General Manager – Property, Restaurant Brands.