Applebees
Point of Purchase

Applebee’s + Mint =
mutualism

Here’s why. In ‘16, Applebee’s needed a fresh batch of gift cards. Mint wanted to make them a little less Applebee’s c. 2010.

The existing system leaned heavily on charcoal, brick red, and texture. Our thought was to bring back the brighter colors of the current brand — and, most importantly, the apple.

The result was instant brand recognition on shelves across the country. Our new carrier swapped the standard front-mounted card for a bifold wrap, hiding the gift card inside for a cleaner, more premium presentation.

In 2017, Applebee’s came back to Mint for a nationwide holiday gift card campaign.

With the success of the everyday card, we leaned into what was already theirs. Our client team ended up loving the apple’s debut as holiday lighting, and the final look rolled out across everything from TV screens and tablets to window clings, menus, and table toppers.

After the Everyday card launched, the system expanded into holidays, celebrations, and eGift cards. We kept the same graphic language throughout, removing food photography and texture across assets.

Creative Director: Billy Joe Pyle
ACD, Copy: Tony Lamont