Everyday gift card

In 2017, Applebee’s looked to Mint to redesign their general occasion gift card.

At that time, their gift card and carrier were charcoal and brick red — two colors that had been adapted from a previous style guide, and had a textural focus. One of the new objectives from the Applebee’s team was to incorporate more of the current logo colors, and to spotlight the apple imagery that is such an iconic part of the brand.

The redesign of the Applebee’s gift card carrier takes full advantage of the bright, bold brand colors and apple imagery. It’s clean, thoroughly branded, and easy to identify on a crowded shelf. Instead of adhering the gift card to the front of the carrier, we decided to use a bifold wrap, which conceals the gift card behind the front of the carrier. This helps to remove natural design inconsistencies that occur with card placement on the front of the packaging.