The challenge:
The agency Hogarth/Ogilvy approached me to create some flavourful lettering for an upcoming summer promotion for KFC South Africa.
The challenge was to infuse a distinctly African flavour into the lettering and illustration and develop an interesting composition that could engage audiences.
The design features various KFC terminology and iconography that relate to the brand's identity.
The solution:
I solved this by creating some deliciously quirky off-beat styles of typography and playful illustrations. All the typography was hand drawn to give it a rough quality similar to that of African signage for local shops and wall murals.
The lettering and illustrations were printed on wax paper and used as part of the campaign's overall look and feel, which was then applied across all print and digital media throughout South Africa.
KFC Kentucky Bucket
Client: KFC South Africa
Agency: Hogarth/Ogilvy South Africa
Lettering
Illustration
© Luke Ritchie 2009-2025
Your Strategic Creative Partner