TGI Fridays is a brand built on fun, flavour, and bold personality, but somewhere along the way, it lost its spark. During my time as Art Director, I saw first-hand how inconsistent visuals and tired systems were getting in the way of great ideas. The challenge was clear: how do you bring back the energy without starting from scratch?

This speculative rebrand reimagines Fridays by reconnecting with the parts of its identity that made it iconic in the first place. I embraced the brand’s rich history: the stripes, the badge, the boldness, and brought them forward with a fresh perspective. The design system introduces a more approachable colour palette that lets the food and cocktails shine, without losing the soul of the brand. It is not about starting over, but about turning up the volume on what a Friday actually feels like. Fun, full of personality, and unapologetically itself.