Year
2023
Client
KFC
Category
Social MEdia
The Fresh Chicken Manual is an educational visual campaign created for KFC, designed to help audiences recognize the signs of fresh, properly prepared chicken.
Rather than presenting the information as a conventional food-safety guide, the campaign turns it into a simple, engaging sensory experience using five familiar senses: Look, Smell, Touch, Taste, and Hear.
How do you know your chicken is fresh?
We turned the answer into a simple five-sense test, transforming practical food-safety information into an easy-to-follow visual manual.
The visual system combines KFC’s bold red-and-black identity with custom illustrated characters, oversized typography, and expressive compositions. Each sense was given its own visual scene, making the information instantly recognizable while keeping the overall system playful, bold, and distinctly KFC.
