Pickling KFC:
Bringing Picklecore
to the People
ROLE: ART DIRECTION, PRODUCTION OVERSIGHT, CREATIVE MANAGEMENT, ARTWORKING, PICKLE CONSULTATION
THE CHALLENGE
KFC faced the opportunity to launch their new 'pickle-everything' menu by leaning heavily into internet culture movements like Cottagecore and Gorpcore, establishing pickle obsession as a lifestyle. Success required executing a rapid, high-impact retail transformation, including custom lighting, vinyl decals, and bespoke 3D installations, within an accelerated timeframe at a flagship picklestore in Richmond, Melbourne/Naarm.
PICKLECORE
PICKLECORE
THE THINKING
The core insight was that extreme subcultures drive brand talkability, treating a condiment as a badge of identity for hardcore fans. The strategy deployed an aesthetic of total immersion ("pickle-everything") using high-gloss finishes, neons and oversized props. Guardrails involved managing tight structural limitations, strict build windows, and engineering lightweight hanging elements like foam-sculpted chandeliers.
THE EXECUTION
Delivered end-to-end production designs featuring sculptures, custom "V.I.Pickle" parking bays, branded table decals and yes, a pickle chandelier. We brought the concept to life with fabrication partners, engineering custom 3-tier pickle sculptures and developing bespoke green neon lighting accents. We managed immense complexity, balancing intricate R&D for lightweight structural props, precise local council/store constraints, and tight timings.
the takeoveR
