Filipino fast-food giant Jollibee unveiled a refreshed restaurant concept in Hong Kong designed by London-based studio Shed.
Five new stores will feature a curated colour palette, layered materials, custom furniture and graphic elements inspired by Jollibee’s Filipino heritage.
Matt Smith, Co-Founder of Shed, said the updated design retains the brand’s playful identity while adopting a more refined aesthetic tailored to international markets. “Our goal wasn’t just about creating an instantly ownable piece of design,” said Smith. “The challenge was to ensure this joy resonated universally, expressed consistently across all design and brand touchpoints.”
Moreover, Jollibee’s mascots have been reimagined as part of the design, blending familiarity with contemporary branding.
“Every detail was thoughtfully aligned with the original strategy, culminating in a true celebration of the Jollibee spirit,” added Carl Tan, Chairman of Jollibee Foods China. “The result is an environment we are deeply proud of – one that radiates warmth, vibrancy and a sense of joy.”
The first two stores to feature the redesign are 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.
