Applied Studio was commissioned for the worldwide re-design of the cult Filipino restaurant chain, Jollibee.
The design brief was to:
Create a restaurant design that embodies the reframed brand position of Jollibee. A more grown up, sophisticated and relevant design that appeals to the contemporary Western audience. The space should celebrate its heritage with a subtle Tropical Twist that brings joy and differentiates the restaurant from its competitors.
The restaurant design should embrace the brand’s personality – humble, warm and hospitable. This should be reflected in the interior design and the customer experience. The restaurant should feel like a “second home”.
The design should be a Western interpretation of Jollibee – its an evolution of the current design. A customer who visits the new design should understand that the restaurants are part of the same family.
The restaurant should seek to evoke an optimistic, upbeat, and all-inclusive attitude. It is joyful, big-hearted and contemporary with shareable and “instagrammable” moments.