A world leader in the theme-based segment of the fast-food industry, KFC has initiated a strategy designed to allow the brand to conquer the European market by building on its values of conviviality. Creation of a global restaurant concept based on two underlying principles: a strong graphic territory and four eating areas corresponding to four different types of consumption. AKDV invented the ‘Bucket Attitude’ that has now become a major aspect of the KFC brand image. The systematic adaptation of the graphic style to satisfy specific local conditions helps to win the approval of the municipal authorities and to further expand the network.