BOB
A BOLD, BITE-SIZED BRAND FOR
BOB - BINGE ON BAKED.
PROJECT BRAND IDENTITY
LOGO PACKAGING
ILLUSTRATION
CHALLENGE
Create a distinctive identity for a bakery with a diverse product range, where everything from brownies and cookies to everyday baked goods feels part of one brand without looking exactly the same.
IDEA
Build a playful, flexible identity around a bold BOB wordmark, expressive colours and product-specific illustrations, giving every product its own personality while keeping the brand recognisable.
RESULT
A complete brand identity and packaging system that feels fun, colourful and cohesive, with enough flexibility to grow across different products and packaging formats.
DIFFERENT PRODUCTS.
ONE BIG PERSONALITY.
BOB wasn't going to be a bakery with just one kind of product. From indulgent brownies to coconut cookies and everyday baked favourites, the range had quite a mix. The challenge was to bring everything together under one identity without making the packaging look repetitive or forcing every product into the same design.
I started by exploring different directions for the logo. Some were more traditional, others more playful, but the idea was to find something simple enough to be remembered and flexible enough to work across the entire range. The final BOB wordmark felt like the right balance: bold, friendly and easy to recognise, whether it appeared on a small label or a large packaging box.
Colour became an important part of the identity. Rather than limiting the brand to one fixed palette, I explored different combinations that could give each product its own character. The bright yellow and pink on the pav packaging, the fresh turquoise on the coconut cookies and the warm tones on the brownie box all bring a different mood while keeping the BOB logo at the centre.
I also wanted the packaging to have a little more fun with the products themselves. The brownie pack uses a playful illustrated character holding the brownie, while the coconut cookie range brings in tropical elements and product imagery. Decorative seals and smaller graphic details add another layer to the identity, making it feel more like a complete bakery brand than just a logo placed on different boxes. The idea was never to make every product look identical. It was to create enough consistency that they could all sit together and still feel like BOB, while giving each one enough freedom to stand out on its own.
The final result is a colourful, expressive brand identity that brings together the logo, illustrations, packaging and visual details into one flexible system. A bakery brand that feels approachable, playful and full of the same character as the products inside.
A complete visual identity for BOB, extending from logo development and colour exploration to illustrations, packaging and supporting brand graphics. Each product has its own distinctive look, while the shared identity creates a consistent foundation for the brand and future product extensions.
