BOBI, a brand known for its distinctive character and flavor, has entered a new visual chapter. The packaging redesign of BOBI Flips, BOBI Rings (pizza, spicy, and sour cream & onion), and BOBI Fish was guided by clear goals: to refresh the visual identity, to strengthen differentiation within the category, and to enhance product positioning on store shelves.

On one hand, the task was to create a design that would help the product stand out from the competition. On the other, it was crucial to preserve recognizability and retain key elements of the existing identity—particularly the logo, which holds iconic status. Through typographic adjustments and refinements, the focus was placed on highlighting the logo more prominently and improving its legibility. The product itself takes center stage on the packaging as the epicenter of flavor, placed between illustrations of its main ingredients and further emphasized with circular background graphics. Product variations are distinguished by the color palette, combined with recognizable BOBI-red back. Furthermore, a key visual was developed along with adaptations for POSM materials.

The result is a contemporary, playful, and visually powerful identity that communicates a rich taste experience and the emotional familiarity of a beloved snack—while ensuring easy recognition and lasting memorability.

​​Credits
Creative direction and design: Jelena Fiškuš, Sean Poropat
Design: Aleksandar Živanov, Sanda Maričić, David Šuran
Account director: Mladen Gvozden