The typeface that taste like Bob’s

Few brands have earned a place in Brazilian culture quite like Bob’s. Founded in 1952, it was Brazil’s first fast-food chain and has become one of the country’s most recognizable restaurant brands, with more than 1,000 locations and over 10,000 employees nationwide. For generations, its unmistakable logo, iconic milkshakes, and unmistakably Brazilian personality have made Bob’s a beloved part of everyday life.

Invited by Artplan, we set out to translate that personality into a typeface. Rather than simply designing new letterforms, we created a visual voice that feels as warm, expressive, and flavorful as the brand itself. Inspired by the iconic curves of its logotype, Bob’s Display carries the brand’s friendly spirit into every headline, campaign, and customer touchpoint.

The family includes five weights, from Light to Black, along with expressive swashes and alternates that give designers the freedom to create playful, high-impact compositions. Every detail was designed to reinforce Bob’s identity, including a subtle brushed texture inspired by the movement of milkshakes and sauces, adding an unmistakable sense of flavor to every letter.

Built for branding and retail communication, the typeface also includes thoughtful features such as optimized price formatting with raised, smaller cents, making it as functional as it is expressive. More than a display typeface, Bob’s Display was designed to carry the taste, energy, and personality of Bob’s wherever the brand speaks.

Inspired by the iconic curves of it's logotype, Bob's Display carries the brand's friendly spirit into every headline, campaign, and customer touchpoint.