This KFC packaging design was relaunched in Russia as part of a shift in global brand platform. The challenge was “to change everything without changing anything”. The new design intends to get closer to the consumers. With strong colours and distinctive typography, the design achieves an iconographic effect and has an appealing look. Moreover, the eye-catching colour coding in itself already enhances product differentiation and focuses on the signature dishes and branded products. The incorporation of photos likewise emphasises the brand character.