MANILA, Philippines – July 24, 2025 – The Jollibee Group, one of the world’s fastest-growing restaurant companies, has officially launched its newly evolved corporate brand, aligning its global growth trajectory with its mission of spreading joy through superior taste.
This brand transformation marks a major milestone in the company’s journey toward becoming a modern, purpose-driven global enterprise. More than a visual refresh, the update reflects the Jollibee Group’s bold ambitions, unifying its diverse portfolio of 19 brands under a shared identity and renewed vision.
Unified Purpose: Spreading Joy Through Superior Taste
“At our core, we are here for one reason—spreading joy through superior taste. This purpose drives our innovation, defines our customer promise, and fuels our momentum,” said Jollibee Group Global President and CEO Ernesto Tanmantiong.
He emphasized that superior taste is more than just a culinary offering—it’s the foundation of the group’s cultural relevance and brand resonance across markets.
New Identity, Consistent Vision
While the legal entity will continue as Jollibee Foods Corporation (PSE: JFC), the company will officially operate under the name Jollibee Group. This evolution includes:
- A redesigned corporate logo and visual identity
- An updated brand architecture and unified naming convention
- Greater alignment across global and local brand expressions
These elements aim to attract new franchisees and investors, enhance talent engagement, and strengthen Jollibee Group’s image as a trusted, globally competitive, values-based organization.
Introducing the “JoyMark”
At the center of the new visual identity is the JoyMark—an icon symbolizing unity, movement, and forward momentum. Tilted at 8 degrees, it’s a subtle nod to the company’s incorporation year, 1978.
“Our purpose is more than an internal compass—it’s our strategic advantage,” Tanmantiong explained. “It unites our people, inspires brand loyalty, and strengthens our connections with communities around the world.”
Global Rollout and Brand Activation
The new brand identity was first introduced internally to over 2,500 employees during a global launch event on April 25, 2025, with attendees from the Philippines, North America, China, and EMEA regions.
During the Jollibee Group Supplier Summit attended by more than 270 global and local suppliers, Tanmantiong further emphasized the significance of the rebrand as part of the company’s purpose-driven transformation and international expansion.
Creative Vision and Brand Migration Strategy
David Beal, Global Chief Marketing Officer and Executive Sponsor of the branding initiative, presented the creative direction and visual elements behind the new brand expression.
Barry Barrientos, Director for Global Corporate Communications, detailed the migration plan for digital and physical assets. Working with partner agencies AnalogFolk and Landor, cross-functional teams executed the rollout strategy globally.
Looking Ahead
“As we scale globally, we’re not only expanding our reach—we’re shaping a company known not just for business success, but for the joy and quality we bring to people’s lives,” said Tanmantiong. “This refreshed identity is a powerful expression of who we are and where we’re headed.”
With its reimagined corporate brand, the Jollibee Group reinforces its position as a modern, future-ready company driven by purpose and poised for sustained global growth.