Driving growth for the second fastest-growing restaurant brand in the world
- 360° Programming
- Brand Development & Asset Management
- Consumer Insights & Journey
- Point-of-Sale
- Promotion
- Strategy & Ideation
- Video & Photography
- Packaging
Over the past few years, we’ve helped Jollibee supercharge their massive North American expansion efforts—appealing to both brand loyalists and the broader general population market. From their store opening strategy and its execution (including celebrating their 100th store!), to the launch of new and limited time products and packaging, we continue to create next-level work that boosts customer awareness, encourages trial, and builds brand affinity. The result? Joy in every interaction!
To improve the impact of the high-performing Meal Deal promotion, we refreshed campaign aesthetics to place an even greater emphasis on value—with new typography and graphic, dynamic assets that pack a punch across on-premise signage, off-premise menus, and digital placements.
Pulling the popular meal deal into the Holiday window gave Jollibee the opportunity to develop a heroic seasonal visual that could extend across mediums and channels—from on- and off-premise to packaging and digital assets. The playful winter wonderland scene offered a joyful backdrop for the delicious food and value message.
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.
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.
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.
To launch the new Aloha Chicken Sandwich and Bacon and Cheese Chicken Sandwich, we borrowed aesthetics from the wrapper illustrations. We wove hand-drawn ingredient elements and callouts into a series of print and digital materials, complete with animation, to entice palettes nationwide.
Tapping into a new beverage category popular to the Gen Z audience, Jollibee launched Signature Sips, their new cold and frozen drink and tea platform. Using a delightful color palette to represent the variety of delicious flavor options, we created fun on-premise signage that demands attention and encourages trial.
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.
