JOLLIBEE
Refreshing a brand to put a smile at the heart of everything they do.
Location
Asia
Sector
Hospitality
What we did
Brand asset creation, Interior Design, Graphic Design, Art Direction, Signage.
Defining the next chapter of Jollibee’s story as it strives to bring the joy of eating to everyone and achieve its goal of becoming one of the top 5 restaurant companies of the world.
Jollibee tasked Shed to evolve the brand, including a new restaurant concept as part of its global expansion plan. The objective was to create a concept with a clear strategy that reflected the core brand spirit, ensuring it could become a recognisable global icon.
Putting ‘a smile at the heart of everything’ became a simple design mantra. Combined with a clear strategy: Be brave, be iconic and dare to embrace play.
The end result was a concept born out of the Jollibee spirit and resulting in a iconic design language that was ownable and instantly recognisable.
THE USE OF COLOUR
We developed a clear strategy:
Be brave, be iconic, dare to simplify, and embrace play.
Relying solely on the brand colour risked feeling one dimensional, too many felt childish. The final result was just the right balance.
CREATING LAYERS
A unique material palette and shape language was developed becoming a beacon of the brand spirit.
Embracing the original Bee and chickenjoy forever became identifiable icons. Bespoke furniture took on a shape language that embraced fun without becoming childlike.
