MANILA, PHILIPPINES – The Jollibee Group, one of the world’s fastest growing restaurant companies, has officially unveiled its evolved corporate brand – an initiative that signals the company’s transformation into a modern, purpose driven global enterprise. This milestone aligns the company’s global ambitions with its enduring mission to spread joy through superior taste.
More than a visual refresh, the brand evolution is a strategic move to unify the identity of Jollibee Group’s diverse portfolio of 19 brands under one consistent, purpose led framework. The rebrand includes a new visual identity, streamlined brand architecture, and a cohesive naming convention all designed to support the company’s trajectory toward global leadership.
“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. “Superior taste is not just what we serve – it’s the reason our brands resonate across cultures and markets.”
While the company’s legal name remains Jollibee Foods Corporation (PSE: JFC), it will now be referred to externally as Jollibee Group in communications and stakeholder engagements.
The evolved brand was formally introduced internally to over 2,500 employees across the Philippines, North America, China and EMEA during a global launch on April 25, 2025. The external rollout follows successful presentations to over 270 global and local suppliers, shareholders, and business partners, reinforcing the brand’s alignment with the company’s growth roadmap.
A key symbol in the refreshed identity is the JoyMark – a dynamic icon that signifies momentum, unity and forward movement. It is subtly tilted at 8 degrees, a nod to the company’s founding year, 1978.
“Our purpose is more than an internal compass—it’s our strategic advantage,” Tanmantiong emphasized. “It unites our people, inspires brand loyalty, and strengthens our connections with communities around the world.”
The rebranding effort was spearheaded by David Beal, Jollibee Group Global Chief Marketing Officer and Executive Sponsor of the Corporate Branding Project. Beal led the creative articulation of the new identity, emphasizing its role in reflecting the brand’s evolution and future aspirations.
