In 2010, Brinker International was home to a portfolio of brands including Chili’s Grill & Bar, Maggiano’s and On the Border. There was a need for an internal brand that would unite all of the individual brands and make Brinker feel like a community. This need was address by the creation of Brinker Nation. Brinker Nation had a united nations type vibe that promoted unity and fun. The branding consisted of fun, bright and versatile illustrations by Jon Flaming that could be used in designs for the website, team member handbook, event posters, campus e-blasts, etc. The tagline, “Life is Short. Work Happy.” promoted the work hard, play hard mentality of Brinker.
This branding worked well for Brinker International from 2010-2015. In 2015, I was asked to reimagine the Brinker International brand. The whimsical Jon Flamings illustrations and United Nations idea no longer fit for the now two restaurant parent company. The ask was to maintain the Brinker “Life is Short. Work Happy.” vibe but move away from cheeky illustrations and the idea of a “United Nations.” A cleaner, more modern brand that remained highly versatile was needed...
