Kober Mie
Categories
Brand Identity
Services
Branding Art & Design Direction Illustration
Year
2025
The rebranding of Kober Mie is a strategic response to the challenges that emerged after 15 years of operating as the pioneer of spicy noodles in Malang. With more than 26 outlets that have grown without a unified visual identity or consistent customer experience, the brand has lost memorability and relevance in a competitive market. Visual elements across outlets—signage, packaging, and storefronts—vary widely, resulting in weak brand recall and decreasing customer loyalty as consumers shift toward more modern-looking competitors. This rebranding initiative aims to realign Kober Mie’s identity across all touchpoints, restore public perception, and reaffirm its position as a trusted and iconic spicy noodle brand.
The rebranding of Kober Mie is a strategic response to the challenges that emerged after 15 years of operating as the pioneer of spicy noodles in Malang. With more than 26 outlets that have grown without a unified visual identity or consistent customer experience, the brand has lost memorability and relevance in a competitive market. Visual elements across outlets—signage, packaging, and storefronts—vary widely, resulting in weak brand recall and decreasing customer loyalty as consumers shift toward more modern-looking competitors. This rebranding initiative aims to realign Kober Mie’s identity across all touchpoints, restore public perception, and reaffirm its position as a trusted and iconic spicy noodle brand.
This transformation goes beyond aesthetics and extends to brand positioning, customer experience, and digital integration. Kober Mie is shifting from a price-driven spicy noodle brand to one that offers a warm, energetic, and festive dining experience, supported by a modernized visual identity, more diverse menu offerings, and improved dine-in environments that resonate with younger audiences. The rebrand also lays the foundation for digital innovation such as loyalty systems, voucher redemption platforms, and enhanced online ordering integration. Altogether, this process marks an essential step in guiding Kober Mie into its next phase of growth as a stronger, more mature, and more valuable brand.
This transformation goes beyond aesthetics and extends to brand positioning, customer experience, and digital integration. Kober Mie is shifting from a price-driven spicy noodle brand to one that offers a warm, energetic, and festive dining experience, supported by a modernized visual identity, more diverse menu offerings, and improved dine-in environments that resonate with younger audiences. The rebrand also lays the foundation for digital innovation such as loyalty systems, voucher redemption platforms, and enhanced online ordering integration. Altogether, this process marks an essential step in guiding Kober Mie into its next phase of growth as a stronger, more mature, and more valuable brand.
Art Direction — Illustration & Supergraphic
The art direction builds on the energetic personality of Super Kober, the cheerful superhero-wannabe who embodies the brand’s bold and festive spirit. The illustration style features expressive poses, clean outlines, and vibrant colors that highlight warmth, excitement, and youthful energy.
The supergraphic system uses flowing, curved lines inspired by the shape of mie, translated into confetti-like forms to represent the brand’s core keyword: ceria. These lively noodle-confetti elements create motion, rhythm, and playfulness across applications—forming dynamic backdrops, framing elements, and accents that enhance packaging, signage, digital assets, and in-store visuals. Together, the mascot illustrations and supergraphics create a unified visual world that feels bold, warm, and joyfully festive—making Kober instantly recognizable at every touchpoint.
Art Direction — Illustration & Supergraphic
The art direction builds on the energetic personality of Super Kober, the cheerful superhero-wannabe who embodies the brand’s bold and festive spirit. The illustration style features expressive poses, clean outlines, and vibrant colors that highlight warmth, excitement, and youthful energy.
The supergraphic system uses flowing, curved lines inspired by the shape of mie, translated into confetti-like forms to represent the brand’s core keyword: ceria. These lively noodle-confetti elements create motion, rhythm, and playfulness across applications—forming dynamic backdrops, framing elements, and accents that enhance packaging, signage, digital assets, and in-store visuals. Together, the mascot illustrations and supergraphics create a unified visual world that feels bold, warm, and joyfully festive—making Kober instantly recognizable at every touchpoint.
