TGI Fridays
UK ReBrand
TGI Fridays is a brand we all know and love. The red and white stripes are iconic and have been so for decades, but the brand identity needed a significant refresh, especially to support the decision to revert back from Fridays to TGI Fridays.
Once the new brand strategy and direction had been nailed down, we needed to get to work on developing an identity inspired by the existing global visual system, creating an updated identity with its own unique flair for a UK audience.
What I did
Worked on developing the updated brand identity, brand guidelines, digital content, design for print, social content, asset creation, photo direction
Agency
Boldspace
A core aspect of our rebranding of TGI FRIDAYS was to redefine the stripes. TGIF are a fun brand, the stripes are iconic – but, why not get playful with them? And so we gave them life. Bending, twisting, and wrapping around things in order to energise the visual language of the brand, while retaining the essence and distinction of an existing signature component.
Redefining the stripes
