Context & Challenges
Even with a business model imported from the United States, Bob’s has always had its own peculiar — and very Brazilian — way of being a burger joint: messier, more informal, and more delicious. But as competition increased and the standardized American model gained influence, Bob’s gradually lost its essence, trying to resemble something it never was. After an internal repositioning process, we were invited to give shape and concept to this new phase of the brand.
