As 2023 ushered in a new year of the zodiac Rabbit, KFC collaborated with The Palace Museum to celebrate traditional Chinese aesthetics with crafted new-year edition packaging.
Inspired by the museum’s curated antiques, KFC mirrored their colours and motifs as the packaging decor for the restaurant offerings. Beyond showcasing the elegance and magnificence of Chinese aesthetics, KFC aroused cultural pride while cheering on the new year.
CHALLENGE
REVIVE TRADITIONAL CRAFTS
The monogram—an array of floral motifs and interweaved initials of an individual or a company—has been an ace of the fashion trend and a must-have item for many young people.
Yet few people know that as early as ten centuries ago in the Tang Dynasty, Chinese had already invented the Baoxiang flower patterns, an auspicious symbol and aesthetic tradition prevailing on traditional Chinese crafts, for example on the musical instrument pípá.
As 2023 ushered in the Year of the Rabbit, how could KFC, the popular brand among young people, celebrate the new year while paying tribute to traditional Chinese crafts and cultures?
SHOWCASE CHINESE LEGACY
Embracing the wisdom of Chinese ancestors, The Palace Museum has a magnificent collection of auspicious traditional patterns crafted in every detail, from utensils to buildings.
Inspired by a curated list of 14 antiques at The Palace Museum, KFC extracted a palette of seven classic colours and motifs to craft product packaging, accompanied by literal interpretations for each of them to popularise the design concept and historical context behind it.
Stone Green——VITALITY
Tangerine Red——ENTHUSIASM
RE-CREATIONS
We also designed wallpapers illustrated with traditional motifs, bringing prosperity and luck to everyone on their screens.
The crossover between KFC and The Palace Museum paid tribute to the aesthetics and symbolism of Chinese cultures while showcasing the brand’s sincerity and craftsmanship in reinvigorating traditions.
limit-edition packagings sold out
BRAND
KFC
