PetaPixel

Shooting Photographs for the New KFC eleven Concept Restaurant

08152013_0058

KFC Restaurants recently opened a new concept store in Louisville, Kentucky called KFC eleven. (The “eleven” being a tribute to the 11 herbs and spices in KFC’s original recipe chicken). The new store has a distinctly modern look, and is far from the red and white color palette made popular by Colonel Sanders.

The new concept required a new direction for the photography as well. KFC eleven’s creative agency, (Creative Alliance) asked us to help them create the visual feel for this new brand.

08152013_0057

08152013_0046

We started by reviewing the brands’ positioning, and talking with the creative team about their vision. We then did an “exploratory” shoot, where we worked to refine our ideas about how the photography and food styling should look. No cooks, no clients, just creatives.

To make the images appear authentic, we chose to shoot in the style familiar to our target audience, creating images that looked as if they could have been shot using a camera phone or Instagram. We wanted them to feel like something you might see on a restaurant’s Facebook page. (In fact that is where most of our images are being used — in social media). We then shared those images with our client to gain consensus and schedule the actual shoot.

This style of photography seems to be gaining ground and clients look to express their brand in a way that is relevant, but still keep control of their brand’s image.

3668_TS_038

3668_TS_042

3668_TS_046

During the shoot, we were given almost complete freedom to explore and experiment with different camera angles and lighting techniques, since the goal of the assignment was to create a series of images that appeared to be the work of several, (mostly amateur), photographers. We used natural light as well as strobe to create the final images. It may sound easy, but keeping the look of a brand consistent, while at the same time trying to showcase different styles of photography can be quite challenging.

3668_ss_004

3668_ss_031

3668_ss_068

3668_ss_102

Fortunately the client gave us space to work through our ideas, and just as importantly, they gave us space to fail! When a client is standing right behind you, failing can be embarrassing and something to be avoided, but failure is a part of the process and often leads to better solutions. For this project, the client and art director spent most of their time in another part of the studio until we asked them to come to set and review what we had done.

The final images are being used in a variety of ways, both in store and out of store, because the marketing of this new brand has been as radical as the concept. Redefining the look for one of the world’s most iconic brands has been a very challenging and rewarding process.

3659_0128

Creative Alliance-KFC Eleven

Creative Alliance-KFC Eleven

Creative Alliance-KFC Eleven


P.S. Here’s a tour of my food photography studio.


About the author: Teri Campbell is the Creative Lead at Teri Studios, and author of the book “Food Photography & Lighting: A Commercial Photographer’s Guide to Creating Irresistible Images“. Teri is a member of the American Society of Media Photographers (ASMP), and the International Association of Culinary Professionals (IACP). He also sits on the advisory board for Antonelli College. When not in the studio, Teri is a frequent speaker at industry conferences and events like the International Conference on Food Styling & Photography, PDN’s PhotoPlus Expo and the FoodPhoto Festival in Tarragona Spain.


 
 
  • tyrohne

    Any word on whether Nigel Tufnel think’s it’s ‘one chickenier’ than the regular KFC?

  • frank mckenna

    The design,menu and pictures look great. The only thing wrong with this place is the horrible KFC chicken in everything.

  • harumph

    This just seems like trolling, with comments like, “We wanted them to feel like something you might see on a restaurant’s Facebook page,” and “[we created] images that looked as if they could have been shot using a camera phone or Instagram.” Not to mention, “This style of photography seems to be gaining ground…”

  • Leonardo Abreu

    Very cool :D

  • sikdave

    Chicken in a cage logo… WTF?

  • NykeTheRed

    “appeared to be the work of several, (mostly amateur), photographers”
    Sure, the pictures look very amateurish. Anybody could shoot them. And that’s why they use more gear than I could dream of.

  • tyrohne

    prostitution is still illegal in many parts of the world..

  • PhotoJim

    These images look far from amateurish. Try to replicate the cookie shot with your phone. FYI, the power lines and plants that look like pot plants will never make final art.

  • sidon

    average…thats all