Bold Icons for a Bold Brand
The icons were designed to express the bold and and fun personality of the Chili’s Brand. Each icon plays with positive and negative space relationships and a slight half tone pattern. This gives the look a feeling of something old yet new at the same time.
Existing Within The Current Brand
Designing a new icon system also meant making sure it paired nicely with the brands current Typographic Guidelines. The contrasting negative space within the icons mimicked the bold and thin contrast of the type pairings in a way that allowed them to be more flexible where ever you needed to use them.
It’s important to mention that I did not design these layouts or gift cards you see on this single slide, only the icons themselves.
Evolving the Brand
Later on the icon style would affect the look and feel of many other Chili’s materials. Here I explored creating a signature icon for their burgers.
Beer and Spirit To-Go Icons
Seasonal Gift Cards