Wobble

Founder and mom of three Purna Khatau came to us with the idea for Wobble, a gelatin snack inspired by the jello she grew up loving.

But she wanted more with her gelatin creation: simple, real ingredients you’d actually find in your own kitchen (cue grass-fed bovine gelatin, real fruit juice powders, prebiotic fiber, and collagen peptides) without loosing the playfulness of the jiggly treat.

As we dove into creative direction, we saw an opportunity to make Wobble feel bigger than just a kids’ brand. The signature gelatin bounce has a universal appeal—there’s something about it that brings you right back, no matter your age.

We wanted the brand to capture that feeling: the familiarity and warmth of something you grew up with, with a fresh point of view.

Our tagline, Play With Your Food, became our creative north star—and our excuse to let loose and have some fun. Primary colors, bright neons, playful shapes, illustrations, games (yes, we added a maze to the packaging), and a soft logo give Wobble its personality, while vintage-inspired photography adds to the nostalgia. Every element takes cues from the movement of jello itself, keeping the brand playful and full of life.

Wobble is all about bringing a little of that childhood joy back—a better-for-you snack that’s just as fun for the kid eating it as it is for the grown-up who remembers why they loved jello in the first place.