TGI Fridays: Rediscovering its Roots with a Brand Update

TGI Fridays, the American-inspired cocktail bar and restaurant chain, has returned to its original name, 'TGI Fridays,' in the UK following a transformative brand update led by London-based agency, Boldspace. This rebrand signifies a significant milestone in the brand's evolution, capturing the essence of TGI Fridays' history and heritage.
Curiousbrand Team
July 28, 2023

Boldspace, responsible for the comprehensive rebrand, has revamped TGI Fridays' identity. Their 'Show Your Stripes' campaign celebrated individuality, turning the iconic red and white striped color palette into a symbol of self-expression. Rhiannon Scarlett, Chief Marketing Officer at TGI Fridays, states, "We are thrilled to restore 'TGI' into our name, reconnecting with the original identity of the iconic restaurant chain we all know and love. This rebrand represents a bold step towards the future while staying true to the essence of our brand."

In addition to the name change, TGI Fridays will update its online platforms with a website relaunch featuring new logos and designs. The brand update will also extend to restaurant touchpoints, such as menus and immersive in-store experiences. Nick Ford-Young, Co-CEO at Boldspace, expresses pride in the collaboration, stating, "We are incredibly proud to have partnered with TGI Fridays on this exciting rebrand, revitalizing the brand's cultural relevance and legacy through the reinstatement of the 'TGI' initials."

The revitalized branding reflects TGI Fridays' free-spiritedness, energy, and boldness. The impact of this transformation is eagerly anticipated across the UK. TGI Fridays' brand update marks a significant return to its authentic self, captivating guests with its signature blend of boldness and creativity. We look forward to witnessing TGI Fridays' continued success as it returns to its authentic self, captivating guests with its signature blend of boldness and creativity.

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