Supporting the second fastest-growing restaurant brand in the world
- Ongoing Brand Development
- Packaging
Over the past few years, we’ve helped Jollibee supercharge their massive expansion efforts—taking the U.S. and Canada by storm. From their North American store opening strategy and its execution, to the launch of next-level chicken tenders and holiday buckets, we continue to create work that boosts customer interaction and appeals to a wider, North American audience.
Offering great food, exceptional value, and unmatched joy, the brand is opening locations at a rapid pace. To get the word out, we helped the Jollibee team plan for store openings like no other—strategizing big ideas and tactics alike to drum up excitement, particularly around their 100th store opening.
The result? A larger-than-life Chickenjoy inflatable, custom t-shirts, a spinning wheel, and joy of course, one store at a time.
As part of a promotional effort, highlighting the new Aloha Chicken and Bacon and Cheese Chicken Sandwiches, we borrowed from the freshly minted wrapper illustrations. We weaved hand drawn ingredient elements and callouts into a series of print and digital materials, complete with animation, to entice palettes nationwide.
Rethinking campaign aesthetics to place even greater emphasis on the value of the offering, we introduced new typography and graphic, dynamic assets that packed a punch for the 2024 national meal deals.
In 2023, Jollibee tapped BRIGADE for their next exciting venture, launching into lifestyle with a new merchandise arm. We supported the brand with everything from the merch concepts and designs to the name of the shop; the e-comm site to the product styling and photography; the launch collateral to mailer packaging. All toward spreading joy, further.
Building from original meal deal campaign aesthetics, we created a series of print and digital promotional materials featuring the holiest jolliest deals in town and highlighting recent partnerships with delivery services like Uber Eats, DoorDash, and Postmates.
The best chain fried chicken needed an equally standout look for its chicken sandwich wrappers. So we introduced hand-drawn, illustrative elements to speak to Jollibee’s joyful spirit and hand-breaded chicken, while considering production realities and printing efficiencies—creating one design that could be used for the original, original deluxe, spicy, and spicy deluxe chicken sandwiches.
We helped Jollibee reimagine their approach to food imagery along with NYC-based food photographer, Yechiel Orgel — introducing their new and next-level chicken tenders to the market.
We built out social posts for upcoming occasions, showcasing that Jollibee provides great value, even more so during holidays and events in which groups and families are likely to gather and enjoy: National Fried Chicken Day and the Super Bowl to name a few.
Jollibee is tireless in their commitment to creating high quality food and vibrant flavors, so it is no surprise that in 2022, EATER Magazine named Jollibee’s Chickenjoy the best chain fried chicken in America. To help these well-deserved accolades and awards shine, we developed custom brand seals to be used across collateral.
We worked together on a Chickenjoy Meal Deal campaign, highlighting value-forward deals for the brand’s flagship product across print, digital, and commercial media.
Our journey together began in November of 2022 with new store signage — ramping up excitement for Jollibee locations being built in new cities, and introducing the brand to a wider audience.
