Design Bridge and KFC

Design Bridge and KFC

Student Innovation Challenge 2011

The international brand design agency Design Bridge partnered with Brunel Design Masters courses to propose the challenge of redesigning an element of the KFC customer journey. Students representing Design Strategy and Innovation, Brand Strategy, and Integrated Product Design made up teams to work together on the project for four short and intense weeks.

Each team took part in experiencing the KFC customer journey and critically analysed it to look for opportunities for improvement. Groups conducted interviews with employees, observed customers, and researched the KFC brand. Final ideas were shown in sketches, renderings, and 3D mock up models. Each group’s final design was presented to KFC and Design Bridge and displayed at the Packaging Innovations exhibition at the NEC in Birmingham, England.