From this research it was agreed as a pair that the new artwork should ideally be more than just an aesthetically pleasing illustration. We wanted the artwork to actively engage the audience, and creative a more tangible interaction between the brand and its consumers.
The brief stated that the new design for the KFC bucket should be fresh and contemporary, so then the challenge became how to turn the existing Chicken Wingding typeface into a piece of 'artwork'.
After some brief idea generation we solidified our concept: to create an artwork campaign around our new typeface. This idea would be to use the Chicken Wingding typeface to write a variety of slogans on the chicken buckets, all answering the phrase 'Feast Means'. For example, 'feast means family' or 'feast means happiness'. This phrase was taken from the wording of the original brief - 'if you roll together, feast together'. Each label design would be produced in small quantities, creating a limited edition collection of designs. Using the hashtag #FeastMeans would allow customers to share images of their buckets and share their own responses to the phrase.
Feedback
During a peer and tutor feedback session, many felt that this concept was a strong response to the brief. It was suggested that the typeface could be used as a form of code that would encourage the audience to solve the meanings of the words and letter in the artwork. Codes and puzzles are natural curiosities to an audience of any age and would allow the artwork to a new, interactive dimension. This would require an additional handout explaining the key in order to allow customers of all ages to participate. It was also suggested that this concept had the potentially to be expanded much further online, creating a more extensive social media presence for the brand.
Final Concept
Considering this feedback as a pair, it was decided that creating a key that would be distributed separate to the bucket would have the potential to cause confusion for customers who are not already aware of the system.
Reviewing our original idea, the solution to this problem would be to find a way to simplify the participation of the audience. To resolve this we came up with the revised idea of creating stickers from the Chicken Wingding typeface; customers would be encouraged to actively respond to the phrase 'feast means' by applying their own answers to the bucket with sticker versions of the Chicken Wingding letters. This would result in the physical bucket remaining blank, with the exception of the require artists signature. However this would be a necessary risk for the concept to work.
Feedback on this revised concept was overwhelmingly positive. It was commended for its unique approach to a relatively standard brief. It was felt that the customer participation element could be highly favoured in the competition.