Filipino fried chicken concept Jollibee debuted a fresh look at 5 Hong Kong locations ahead of broader global expansion plans.
The refresh comes ahead of Jollibee's plans to expand across Asia, Europe, the U.S., and the U.K. London-based design studio Shed was tapped to create a new concept for Jollibee, tasked with elevating the restaurant experience and telling the brand’s story through interiors, graphic design and signage.
Images courtesy of Shed
The interiors feature layered materials, bespoke furniture, and bold graphic motifs, creating a visually dynamic yet welcoming space. At the core of Shed’s approach was the mantra: “Put a smile at the heart of everything”. The smiling faces of brand mascots Bee and Chickenjoy can be spotted throughout the design.
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.”
