Brands are powerful.

Brands set an expectation, they evoke an emotion, they deliver a promise, they are gravitational forces that pull us in.  Behind these esteemed identities live an ever-adapting set of guidelines – what the brand projects and how they project it, acceptable stylization with palettes and fonts, sacred elements that set the brand apart from competition – the more concrete the foundation, the greater reinforcement of brand impression.

Translating an established brand presents a unique opportunity to blend straight-forward boundaries with moments of regional and cultural influence – when Master Concessionair and Chili’s Grill and Bar joined forces at Key West International Airport, they seized that opportunity and enlisted our creative team at Floresta Partners to reimagine the transformation.

Our Process

Measurement of Success

Locate where translation should fall on a scale and respect those parameters

Is the goal to become a chameleon, fully camouflaged, only identifiable upon close inspection? Or deliver a straight-forward identity, iconic and easily recognized? Usually the brief is somewhere in between – understanding how far to drive assimilation informs designers where to push and pull if at all.

For the evolution of Chili’s Grill and Bar into a non-traditional restaurant at Key West International Airport, the conversation centered around protecting the legacy of Chili’s but embracing enough of The Keys persona that the dining experience felt at home in The Conch Republic.

Leverage Commonalities

Acknowledge the differences and build on the commonalities.

Weaving the threads of interpretation together starts with understanding the core pillars that hold up the integrity of the two opposing forces and then finding the commonality that can tether them together in a strong bond. Remember that even the most direct translation can still deviate between original concept and newest iteration.

Discussing the similarities between Chili’s and The Keys, we centered around “Good Vibes” and Margaritas to weave the blended tapestry. Amplifying the jovial voice and iconography already instilled in the Chili’s brand we were able to interject additional areas levity and celebrate the shared ideals between brand and host city.

Identify the Sacred

Rigidity in identity begets continuity, which is imperative for rolling out a fleet.

Distinguishing assets that must remain untouched to uphold recognition and which can be molded becomes a delicate balance. A logo, a palette, the tone-of-voice, an operational adjacency – what parts of the brands genetics, both seen and unseen, are vital to move forward. Utilizing internal teams – those who know the brand on an intimate level – is essential to finding opportunities for organic shifts.

Collaborating with Chili’s, we identified the need to keep beloved décor and food service operations true to the original standards. Understanding Key West has its own recognition as a sunny, carefree get-a-way, it was agreed that modifications to palette and the hierarchical placement of the bar were where a transition would be the most authentic.

Keep Communication Open

Adaptations are not achieved in isolation.

Translating the Iconic is a cooperative endeavor, it is about learning new information and reassessing evaluations from multiple perspectives. Discussing ideas, sharing insights, and including key parties throughout the process ensure there are no surprises and legacies are maintained to the best of all parties’ capabilities.

From the moment Floresta Partners was entrusted by Master Concessionair to create a Key West inspired Chili’s, our designers connected with the team at Brinker International to begin the discovery process. Whether it was sharing mood boards, reviewing design models, or getting approval on final documentation, all parties where active participants reimagining this island inspired icon.