Brinker International - On the Border
The CompanyBrinker International is one of the world’s leading casual dining restaurant companies. With more than 1,700 restaurants and over 125,000 team members in 27 countries and two territories, Brinker and its brands welcome more than one million guests into their restaurants every day.
The Task
Brinker International approached Addison Whitney to aid in the repositioning of On The Border Mexican Grill and Cantina to differentiate it from the Tex-Mex image of Chili's, a sister restaurant. Previous customer response to testing of new restaurant interiors strongly supported a new fiesta atmosphere concept. This lighthearted image was the basis for the new visual brand, which would serve as the cornerstone of the new identity for On The Border Mexican Grill and Cantina.
The Addison Whitney Solution
Visual Branding
Following a structured creative development and research process, Addison Whitney developed an award-winning design, which incorporates the sawtooth arch and associated vibrant colors. The lime wedge adds another fun element and immediately conveys authentic Mexican food and beverages, such as margaritas. The consistency of the colors and the sawtooth design are carried throughout the architecture and interior design of the new restaurants, further building the new brand identity. Addison Whitney also designed the To Go and Catering logos.
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