When restaurant chain Applebee’s Neighborhood Bar & Grill needed a new look for their Moms, Dads, and Grads and Veterans Day promos, we knew we had to elevate the design without alienating the audience.
For the Veterans Day $5 bonus card, given to patrons who eat from Applebee’s Veterans Day menu, we took the traditional American flag motif and applied more vibrant, abstract graphics while playfully integrating the Applebee’s apple. Second, we created a camouflage-inspired patterned card and a branded red card envelope with an apple cutout that perfectly frames the “Thank You for Your Service” messaging.
To compete with the season’s saturation of Moms, Dads, and Grads (MDG) promotions, Applebee’s included a $10 bonus card when you buy a $50 gift card. We provided two directions: one that moved the needle to a more crisp and clean (apple) design. The other dialed up the cheerful graphics and font, a bright color palette, and playful messaging, “when you gift good vibes, we gift back.” Both approaches cut through the noise of MDG promos and support Applebee’s efforts to further increase what is already a significant percentage of their annual gift card sales.