• Transform magazine
  • April 16, 2024

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TGI Fridays returns to roots following brand update

TGI Fridays Coasters

Renamed ‘TGI Fridays’ in the UK once again, the American-inspired cocktail bar and restaurant chain underwent an identity transformation at the hands of London-based brand value agency Boldspace. Acting as a significant milestone in the brand’s evolution, the project hopes to capture TGI Fridays’ history and heritage.

In addition to the name change, Boldspace has also been responsible for a wider rebrand in recent times. Aiming for guests to embrace their true selves and celebrate individuality, last year’s ‘Show Your Stripes’ campaign transformed the brand’s iconic red and white striped colour palette into a symbol of self-expression.

Rhiannon Scarlett, chief marketing officer at TGI Fridays, says, "We’re so pleased to announce the restoration of 'TGI' into our name, a milestone in our efforts to reconnect with the original identity of the iconic restaurant chain we all know and love. Over a year ago, I was appointed in this role to put TGI Fridays back on the radar, and this rebrand represents a bold step towards the future, and bringing the Friday feeling back, while staying true to the essence of the brand."

Elsewhere, TGI Fridays will focus on updating its online platforms with a website relaunch that includes new logos and designs. The brand update is also set to stretch to restaurant touchpoints, such as its menus and immersive in-store experiences.

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Nick Ford-Young, Co-CEO at Boldspace, adds, "We are incredibly proud to have partnered with TGI Fridays on this rebrand. We needed to reinvigorate the cultural relevancy of TGI Fridays, first by redefining ‘That Fridays Feeling’ for the modern day, and then by reviving its legacy by reinstating the 'TGI'.

“This collaboration has flexed our creative muscles and allowed us to unleash a renewed potential for the brand through a visual identity that reflects the free-spiritedness, energy and boldness of an icon. We are excited to see the impact of this revitalised branding across the UK."

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