Jollibee, a proudly-Filipino brand has arguably become one of the biggest QSR brands in the world. With such a massive global presence, it was time for the brand to undergo a fresh rebrand that could resonate with its ever-growing audience. After exploring ideas with several international agencies, Jollibee turned to Publicis JimenezBasic for a uniquely Filipino approach.
As a brand that champions Joy, we knew that their new visual identity needed to radiate happiness from every angle. The team dove deep into what makes Jollibee so beloved, blending the brand’s core elements with the aesthetics of joy:
We simplified the typography, introduced bright, vibrant colors, and focused on rounded shapes, playful curved lines, and smooth, flowing forms that elevate this sense of Joy. We also injected a sense of humor and playfulness into the concepts, coining the term “Visual Funs” - cleverly art-directed graphic elements designed to surprise and delight the viewer. These touches create unexpected moments of fun in all of Jollibee's assets while adding a layer of engagement to the brand.
The result is a refreshed brand identity that looks and feels joyful, designed to put a smile on anyone’s face the moment they see it.
CREDITS
Client: Jollibee Food Corporation
VP and Head of Marketing, Jollibee: Dorothy Dee-Ching
Agency: Publicis JimenezBasic
Chief Creative Agencies Officer: Tats Cruz
Executive Creative Director: Trixie Diyco
Group Creative Director / Head of Art: Ali Silao
Creative Director: Lucas Luchico
Associate Creative Director / Art Director: Carlos Quimpo
Associate Creative Director / Copywriter: Kara Quiambao
Art Director: Nikka Domingo
Art Director: Iverson Ong
Art Director: Monty Antonio
Junior Copywriter: JJ Tomas
Head of Strategy: Cara Soto
Associate Planning Director: Ysabel Castro
Group Account Director: Hana Lauraya
Account Director: Christina Bucog
