Studio Behind 90 took charge of the complete strategic rebranding for Hi Bob, a new brand offshoot born from Uncle Bob, a household name in the Malaysian fried chicken scene.
The business transition involved splitting their core operations: separating the franchise model from their famous night market roots.
To inject a fresh, high-energy charm into the night market sector, the owner envisioned Hi Bob as a fun, approachable, and vibrant identity built with long-term merchandising potential.
Studio Behind 90 completely overhauled the visual system. We built a brand-new identity from scratch, maintaining only the iconic original red and yellow color palette from Uncle Bob to preserve decades of established consumer trust.
The Taiwan Black Bear Mascot
A core requirement from the owner was the development of a proprietary mascot capable of driving future retail merchandise and community lifestyle products.
We designed a minimalist, bold character based on the Formosan (Taiwan) black bear, a nod to the street food culture that inspired the product.
To introduce a highly subtle, strategic layer of storytelling, we subtly integrated abstract background design elements where the fried chicken shapes form the silhouette of the island of Taiwan. This structural logic infuses cultural origin straight into the visual equity without cluttering the brand’s new clean, bold look.
Application and Merchandise
To prove the elasticity and commercial scaling power of the new visual asset ecosystem, our studio developed an extensive lineup of physical applications.
Street Food Infrastructure
Custom branded outdoor umbrellas and vehicle wraps engineered to capture maximum visual attention within crowded, fast-paced night market environments.
Functional Consumer Packaging
Minimalist, high-contrast greaseproof food wrappers and structural takeaway boxes designed to make the street food experience instantly shareable on social media.
Lifestyle & Technology Collectibles
Modern, city-boy style consumer merchandise including bespoke Apple Watch bands, stationery calendars, and apparel tags, turning everyday customers into active brand ambassadors.
The Outcome
By moving away from conventional fast-food templates, Studio Behind 90 transformed a localized street food staple into an expansive, lifestyle-adjacent brand ecosystem. The finalized Hi Bob design language safeguards the heritage colors of its predecessor while establishing a fun, independent, and unforgettable character asset built to dominate modern consumer touchpoints.