KFC
ALWAYS
ORIGINAL
BRANDING
The KFC Europe HR team set out to define a distinctive identity and visual language for their people brand, Always Original: one that could both attract new talent and deepen engagement with existing employees. The challenge was to create a cohesive look and feel that could flex across multiple touchpoints, from onboarding materials to larger internal communications, while remaining instantly recognisable and true to the brand’s personality.
Always Original is rooted in KFC’s bold personality and people-first culture. It celebrates what makes KFC truly unique: its commitment to its incredible team, people who are original, one of a kind, and authentically themselves.
The visual language uses layered, colourful and illustrative typography, incorporating the business’s values, affirming keywords and messaging. This creates a more welcoming and friendly way to engage with employees by communicating the why the business exists beyond profit. Additionally, a custom set of icons was created to represent KFC’s core values: Be Your Best Self, Make A Difference and Have Fun.
The result is a design that’s playful, purposeful, proud, and authentically original, just like the people it was made for. It was rolled out across a range of assets, from digital comms like emails and newsletters to print materials including the Team Handbook, onboarding pack and a suite of back of house posters. Plus meeting pod wraps and stairwell graphics installed on the HR floor at KFC UK headquarters.
