We partnered with Uncle Bob Fried Chicken to rebrand their new venture, Hi Bob, as they carved out distinct paths for their franchise and night market operations. The name Hi Bob” pays homage to the brand’s heritage while appealing to a youthful audience with our catchy tagline “Bearylicious,” infusing it with fun and flavor. At the heart of the rebrand is the sun bear, a uniquely Malaysian mascot, reimagined as a cheeky, chicken-crazed character with a lovably grumpy charm that embodies the brand’s bold spirit.
This rebrand stretches across Hi Bob’s full lineup, covering packaging designs, food trucks, fans, website, and booth setups. Our vibrant, illustration-driven visuals, paired with the “Bearylicious” tagline, create a cohesive, energetic identity that pops in night markets and online platforms. At Studio Beyond KL, we’re thrilled to have crafted a rebrand that honors Uncle Bob’s roots while forging a fresh, dynamic future for Hi Bob.
Client: Uncle Bob Fried Chicken
Creative Director: Lai
Project Manager: Yin Ying
Character: Ah Yang
Brand : Lai, Mun Teng
