BOB’S
REBRANDING
2016
by Tátil Design
for BOBS
A BRAZILIAN ORIGINAL
Founded in Rio de Janeiro in 1952 by Wimbledon champion Bob Falkenburg, Bob's introduced fast food to Brazil and became part of the country's cultural landscape.
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Over the years, the brand gradually drifted away from its own personality. In trying to follow global fast food conventions, it started to look and sound like everyone else.
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The opportunity was not to modernise Bob's. It was to help it become itself again.
FINDING BOB'S AGAIN
The answer wasn't hidden in market trends or category conventions.
It was found in the memories, flavours and imperfections that people already associated with the brand.
MADE BY HAND
Instead of drawing on a screen, we started with potatoes.
Shapes were carved, stamped and tested by hand, creating unexpected forms, textures and imperfections. What began as an experiment eventually became the foundation of the entire visual language. The logo itself was born from a real potato.
FULL OF FLAVOUR
The same handmade spirit expanded across the identity.
Ingredients became illustrations. Layers became patterns. Sauces, burgers and toppings transformed into graphic elements that felt playful, expressive and unmistakably Brazilian.
A BRAND PEOPLE COULD FEEL
The result wasn't a cleaner or more polished Bob's.
It was a warmer, more human and more authentic version of the brand, reconnecting customers with the character that had always been there.
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Every touchpoint became an opportunity to bring more personality and appetite into the brand.
MY ROLE
As part of the branding team, I helped develop and expand the visual system across multiple touchpoints, including illustration, iconography, brand architecture, signage, packaging and point-of-sale applications.
AWARDS
BRAZILIAN BIENNIAL OF GRAPHIC DESIGN︎
Branding Category
Rio de Janeiro, Brazil 2015
