Jollibee is a Filipino fast food chain restaurant that originated in the Philippines and has since then spread all over the world, bringing Filipino culture to everyone. Jollibee aims to make their customers feel like family and share the message of experiencing foods of all cultures.

Our cultural differences set us apart from each other, but also allow us to come together to celebrate our diversity. Jollibee is a Filipino fast food restaurant, however, their mission is to inspire people to celebrate all cultures and their foods.

This rebrand aims to look more modern with a better dynamic system that allows Filipino culture to stand out and promote the brand with a fresh, new look.

Jollibee is all about embracing diversity while celebrating their own Filipino culture. The dynamic system includes three honeycombs in the logo that symbolize the bee. This represents the personality of both the brand and the Filipino people: hard-working, good-hearted, happy, and busy.

The honeycomb may be replaced with other illustrations following the iconography system. Alongside the honeycomb is the cute bee, which also sets the lighthearted and fun personality of the brand.

Jollibee’s iconography is used to represent the various food items Jollibee has to offer. The icons can used within kiosks, menus, used as patterns, or printed on various applications.These food icons help categorize food items for customers to be able to distinguish, from main meal sets to sides to add on to meals.

Barlow is a slightly rounded and low-contrast type family. Drawing from the visual style of the California public, Barlow shares qualities with the state's car plates, highway signs, buses, and trains. The lack of harsh edges in Barlow's letterforms keeps the personality of the brand friendly, and the many variations of weights allows Jollibee to use it while keeping hierarchy. Jollibee can also use Montserrat to pair with Barlow as body copy text.