Stronger Identity, Same Superior Taste: Jollibee Group Unveils New Corporate Branding
The Jollibee Group’s evolved corporate identity is a reflection of the company’s core values and future direction.
The Jollibee Group has officially launched its evolved corporate brand that aligns the company’s global growth strategy with its long-standing values and vision.
Jollibee Foods Corporation (PSE: JFC) remains the legal entity, but Jollibee Group will now serve as the official corporate name.
Bringing greater consistency across its 19-brand portfolio, the evolved corporate branding reflects the Jollibee Group’s core mission: spreading joy through superior taste.
“Superior taste is not just what we serve—it’s the reason our brands resonate across cultures and markets,” said Jollibee Group Global President and CEO Ernesto Tanmantiong.
Updated Brand Architecture, Reimagined Identity
First introduced to employees and key partners during the company’s internal launch, supplier summit, and annual stockholders’ meeting, the evolved corporate brand is now being rolled out externally across global business media platforms and corporate channels.
As part of Jollibee Group’s evolved corporate brand, a reimagined visual identity, updated brand architecture, and a unified naming convention will also be included.
During the launch, Tanmantiong highlighted the JoyMark, the icon featured in Jollibee Group’s refreshed logo. It represents momentum, movement, and unity—values that continue to drive the company forward. Its 8-degree tilt subtly nods to the year the company was founded: 1978.
“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,” Tanmantiong explained. “This refreshed identity is a powerful expression of who we are and where we’re headed.”
A Growing Brand Portfolio
The enhanced corporate identity aims to attract new franchise partners and investors, while forging connections with top talent. Ultimately, its goal is to reinforce the Jollibee Group’s credibility as a trusted, values-driven partner.
As one of the world’s fastest-growing restaurant companies, the Jollibee Group’s portfolio includes 19 brands with over 9,900 stores across 33 countries. These include the company’s nine wholly owned brands, namely:
- Jollibee
- Chowking
- Greenwich
- Red Ribbon
- Mang Inasal
- Yonghe King
- Hong Zhuang Yuan
- Smashburger
- Tim Ho Wan
The portfolio also includes five franchised brands in the Philippines: Burger King, Panda Express, Yoshinoya, Common Man Coffee Roasters, and Tiong Bahru Bakery. Brands where Jollibee Group has ownership stake, including The Coffee Bean and Tea Leaf (80%) and Compose Coffee (70%), are likewise included.
“Our purpose is more than an internal compass—it’s our strategic advantage,” Tanmantiong added. “It unites our people, inspires brand loyalty, and strengthens our connections with communities around the world.”
With its evolved corporate brand, the Jollibee Group reinforces its position as a dynamic, forward-looking company poised for sustained growth and global leadership.
