The brief required the design of promotional packaging for KFC, that would be used during the Fifa 2010 World Cup. I decided to develop a range of burger boxes, that would represent the various countries participating in the World Cup. Each box has a different player and the flag of their country is printed on the front of the box.
On the sides of the boxes, words such as ‘delicious’ and ‘fresh’ (currently used on existing KFC packaging) are printed in the national language of the country.
On the inside of the box, a soccer net is printed and the goalkeeper is cut-out and folded over so that they will sit on top of burger. When the burger is in the box, it will look like a goal has been scored. This ties in with the headline ‘You always score at KFC.’