The renowned Filipino fast-food chain, Jollibee recently revealed a revitalized restaurant concept in Hong Kong which has been developed by the London-based design studio, Shed. This reimagined design will be implemented in five new stores. It incorporates a specially chosen color scheme, combined materials, custom-built furniture, and illustrative components, all of which are influenced by Jollibee’s Filipino roots.
Shed’s co-founder Matt Smith stated that the fresh design maintains the brand’s lively persona while infusing it with a more polished look to appeal to international markets. Smith mentioned, “Our objective was not merely to create a distinctively unique design but to ensure that the pervasive sense of joy resonates universally, expressed uniformly across all design and brand touchpoints.”
The redesign also reinterprets Jollibee’s mascots, merging their familiar charm with contemporary branding techniques. According to the team at Shed, the underpinning idea of their concept is to place a smile at the center of all aspects, which is reflected in every feature of the visual identity and store configuration.
Carl Tan, chairman of Jollibee Foods China, elaborated on this, stating, “Each detail has been meticulously aligned with the original strategy, resulting in a true tribute to the spirit of Jollibee. The outcome is a setting that we’re immensely proud of – one that radiates warmth, vibrancy, and a sense of joy.”
The first two outlets to showcase this redesign are located in the basement of the Metropole Building on Peking Rd, in Tsim Sha Tsui, and on the ground floor of the China Harbour Building, on King’s Rd, at North Point.
What overarching idea does the new store concept of Jollibee revolve around?
The new store concept is hinged on the idea of “putting a smile at the heart of everything,” which impacts all facets of the visual identity and store layout.
Who is responsible for this new design?
London-based design studio, Shed is responsible for creating the new design for Jollibee.
Where are the first two redesigned Jollibee outlets located?
The first two redesigned outlets are situated in the basement of the Metropole Building, on Peking Rd, in Tsim Sha Tsui, and on the ground floor of the China Harbour Building, on King’s Rd, at North Point.
