Jollibee Rebrand

branding project

Project Overview

Jollibee is a Filipino fast food chain restaurant that orignated in the Philippines and has since then spread all over the world, bringing Filipino culture to everyone. Jollibee aims to make their customers feel like family and share the message of experiencing foods of all cultures.

Team

Mimi Bancod Buan
Miguel Gaspar
Cindy Wu

Tools

Adobe Illustrator
Adobe Photoshop
Adobe After Effects
Figma

Duration

15 weeks

My Role

Brand Designer

Problem

Our cultural differences set us apart from each other, but also allow us to come together and celebrate our diversity. Jollibee is a Filipino fast food restaurant, however, their mission is to inspire people to celebrate all cultures and their foods.

Objectives

Encourage people to try new foods and experience new cultures.Create a newer and friendlier appearance to appeal to those who are weary of trying new things. Spread awareness of diversity and culture through food.

Brand Research

Wireframing

Design Direction

Final UI Design

Prototype

Design System

Solution

Jollibee’s brand is redesigned to look more modern with a better dynamic system that allows Filipino culture to stand out.

Brand Personality

LOVING

BRIGHT

INTERNATIONAL

ACCEPTING

HOMEY

Embrace Culture with Food!

Positioning Statement

For adventurous eaters, Jollibee brings the taste of the Philippines that is made easily accessible at an affordable price to allow others to experience other cultures and expand their palette.

Final Logo

Jollibee is all about embracing diversity while celebrating their own Filipino culture. The dynamic system includes three honeycombs in the logo that symbolize the bee. This represents the personality of both the brand and the Filipino people: hard-working, good-hearted, happy, and busy. The honeycomb may be replaced with other illustrations following the iconography system. Alongside the honeycomb is the cute bee, which also sets the lighthearted and fun personality of the brand.

Although the master logo's hexagons are quite geometric, the rounded typeface and circular bee illustration keeps the brand identity as welcoming and friendly.

Dynamic System

Jollibee’s logo system repeats the honeycomb motif, but the honeycomb can change everytime for big events or holidays. Each variation of the logo keeps the three honeycomb, but thetheme within the honeycomb can change according to the world event. The holidays Jollibeewill include can be from events all around the world, including Filipino and United Statesholidays.

The dynamic system can be used with icons for different menus.

It can also be used to represent what makes up the Philippines, in order to further push the goal of celebrating culture.

Iconography

Lock-up

In a lock-up treatment, the hexagons should beplaced to the right of the typography along with the bee.

Under 3/8th Inch

When the master logo is under 3/8th inch, the bee may be omitted from the left.

Digital Icon

When being used as a digital icon, the bee can stand alone.

Typography

Barlow Extra Bold

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Montserrat Regular