Brand Files: Drink Bobby

Bobby is one of those brands that didn’t need to shout to get noticed — it just made sense.

In this first edition of Brand Files, we dive into the story of Bobby, the Melbourne-born soft drink brand built by Kristian Johannsen. What started as a simple idea quickly turned into a product with presence — tested, refined, and shaped by a clear understanding of brand and timing.

Kristian’s background in beverage gave him the lens to spot an opportunity, but Bobby was never about following a formula. It was built on gut feel, creative instinct, and a willingness to back something that looked and felt different to everything else on shelf.

Custom packaging played a role from the very beginning — helping Bobby leave the right impressions, create standout moments, and deliver a consistent brand experience that continues to evolve today.

Watch the full video above as Kristian shares how Bobby went from early experiments to national retailers, and how the brand continues to grow with design and culture at its core.