Saint-Urbain serves vintage charm for Novak Djokovic’s Cob Foods brand

Better-for-you food brands typically announce their virtue through kraft paper, muted neutrals and earnest minimalism. Saint-Urbain’s work for Cob Foods takes the opposite approach. The sorghum-based snack brand, backed by tennis legend Novak Djokovic and founded by entrepreneur Jessica Davidoff, channels 1970s kitchen culture through sunny yellows, playful patterns and a condensed wordmark that recalls vintage cereal boxes. The name itself – Cob – captures both absence and essence in three letters: a cob is what remains when corn is gone. Saint-Urbain developed the complete identity, spanning naming, strategy, visual identity, copywriting and packaging design. At its heart sits a deliberate rejection of the visual language that dominates better-for-you food brands – design that makes healthy eating feel like penance rather than pleasure. Davidoff’s path to founding Cob began with months of tracking meals and medical mysteries. Her young son faced unexplained health issues that doctors couldn’t solve until she identified the culprit. Removing corn from their diet brought dramatic improvement, but left gaps. Popcorn, in particular, proved impossible to replace. After experimenting with various grains, she discovered sorghum – an ancient grain that pops into tiny, delicious kernels packed with nutrients. The whole family embraced it. Djokovic, whose gluten-free diet has fueled his career, recognised sorghum’s potential immediately. Together, they built Cob to make corn-free snacking feel exciting rather than limiting.