OVERVIEW

KFC Thailand approached us to design some merchandise that they could give to their team for the Christmas season. The brief was simple: make it cool, fun, and bold—while paying proper tribute to KFC and Thai culture.

WHAT WE DID

Creative Direction
Merchandise Design

PROJECT TEAM

Creative Direction: Deane Miguel & Selina De Guzman
Lead Design: Lazir Caluya & Paolo Geronimo

Since this project wasn't bound by a definite brief, we had plenty of room for creativity. The direction we went with was heavily inspired by retro Americana design, using KFC's branding as a foundation and cues from Thai culture to add a personal touch to the merchandise.

We wanted to make a shirt that's as finger lickin' good as KFC chicken, so we added fancy swirls to our customized type to make this statement shirt extra delicious. Designed in both red and white.

Inspired by the boldness and brightness of Thailand, we put together key elements of Thai design such as florals and traditional decorative elements. The resulting shirt is one that's as bold and flavorful as KFC chicken.

Designed as a tribute to Coronel Sanders himself, we rendered his photo in a retro duotone style as a nod to the brand's American roots then topped it off with a signature from the man himself.

This shirt is an ode to KFC's iconic bucket. KFC is something many of us grew up with, so we did an illustration in a more traditional style inspired by vintage advertisements. It's both nostalgia- and crave-inducing, just like the brand itself.

Since everyone shares the love for KFC, we designed a motor-inspired shirt made for inducting people into the gang. Inspired by the bigness and boldness of KFC's flavors, this shirt features a strong type paired with an eye-catching illustration of chicken like you've never seen it before.

Heavy on the spice and heavy on the type. KFC is a brand we all grew up with, so we made this vintage-inspired tee is for all our favorite fried chicken memories.