London-based design studio, Shed, has unveiled an exciting new concept for Jollibee, one of the fastest-growing global restaurant brands to come out of the Philippines. Tasked with elevating the restaurant experience and telling the brand’s unique story through interiors, graphic design and signage, Shed’s new concept will define Jollibee’s next global chapter.
Jollibee’s ambitious expansion plans across Asia, Europe, the US, and the UK called for a fresh design approach to elevate its already iconic brand. Launching in 2024/2025, five new Jollibee restaurants opened in Hong Kong, a culturally rich city ideal for embracing the refreshed brand concept.
At the core of Shed’s approach was a simple yet powerful mantra: “Put a smile at the heart of everything”. Shed’s bold design captured the joy at Jollibee’s heart while adding a level of sophistication to appeal to all ages, all whilst staying true to the brand’s roots.
This philosophy shaped every design detail, ensuring the new look could transcend cultures and further establish Jollibee as a global restaurant icon. Known for warmth, smiles, and exceptional service, Jollibee’s identity was amplified through an innovative yet timeless design.
In order to stand out among global restaurant giants, Shed rooted its approach in Jollibee’s heritage, creating a refined and instantly recognisable visual identity. The design balances fun with modern sophistication, using a curated colour palette that adds depth without losing the brand’s playfulness.
The interiors feature layered materials, bespoke furniture, and bold graphic motifs, creating a visually dynamic yet welcoming space. Iconic mascots—the beloved Bee and Chickenjoy - were reimagined as key design elements, ensuring a distinctive and memorable experience.
Matt Smith, co-founder of Shed, says, “Our goal wasn’t just about creating an instantly ownable piece of design, it was to craft a distinctly new Jollibee experience that encapsulated the joy and warmth the brand represents. The challenge was to ensure this joy resonated universally, expressed consistently across all design and brand touchpoints.
In competitive global markets, the detail matters. It was important to bring together subtle iconic elements with bold playful touches. We thoughtfully combined striking and iconic imagery with playful subtleties. The aim was balance - making each space distinctive yet quirky and sophisticated.”
Carl Tan, Chairman of Jollibee Foods China, says, “Every detail was thoughtfully aligned with the original strategy, culminating in a true celebration of the Jollibee spirit. The result is an environment we are deeply proud of, one that radiates warmth, vibrancy, and a sense of joy.”
