We helped a famous food brand rediscover it’s joyful purpose in a global design system.

How might we develop a systemised visual design that is globally scalable, and which amplifies and ratifies core brand equity, threading a singular personality across SKU’s and markets?

Following a thorough audit of incumbent packaging assets across multiple markets, and developing an understanding of category competitor respective visual positionings, we discovered the visual things that needed to be amplified, with the letting go of superfluous other things that had accumulated over the years. A classic case of stripping away the baggage and getting back to what makes Jollibee branding distinct.

moving from global discord

to systemised design
at a global scale