KFC X-Rays: An innovative way to probe quality.
A Brand Platforms project to demonstrate the authenticity of a product by breaking the visual codes
Brand platform design
People cared about food quality and authenticity more and more, and even more in the QSR sector. KFC needed to find a quick and simple way of demonstrating its product’s authenticity.
We started with a deep analysis of people’s main worries regarding food quality. We collected the current obstacles in the sector and studied the different types of communication, both generic and the ones regarding product authenticity.
As a conclusion, we identified two key insights:
1. “Fast food chicken is not chicken but rushed chicken pasta”. Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affects our product.
2. “All pictures from the adds are modified. They are not real”. People know the visual codes in ads and assume that what they see is fake.