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GRILL'D

HOSPITALITY & LEISURE

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GRILL'D BRAND IDENTITY

Brand Strategy, Brand Identity, Packaging, Retail Environments and Interiors Consulting, Aspirational Brief and Brand Extension, Building Identification, Environmental Graphics, In-store POS, Signage Guidelines, Cost Planning and Prototyping, Tender and Construction Administration

With the challenge of expansion into a national chain, we were asked to revitalise the Grill’d identity, which we first created 8 years prior. As part of the regeneration of the brand, the redevelopment of the stores and environmental graphics were an integral part to our approach in developing a total brand experience.

With a mandate to maintain Grill’d’s position as ‘a challenger brand’, we introduced a refined brand language, underpinned by rotating illustration commissions – ‘The Grill’d Collective’. The curated program selects illustrators from around Australia to respond to a range of statements reflective of the attitude and irreverence of the brand. The initiative as a whole demonstrated Grill’d’s support of local artists nationally, as an endeavour to localise each collective and vary the experience of the brand.

Illustration: JumboJames Jirat Patradoon, Magic Sweater and Chris Wahl
Interior design: HASSELL, St. Style and Techne