Serbian Novak Djokovic has dominated the court since turning pro in 2003; he’s been ranked the top men’s pro tennis player for a record 428 weeks in his career, won 24 Grand Slam titles, and is considered by many to be one of the greatest men’s tennis players of all time.

Djokovic also follows a gluten-free diet after a doctor diagnosed him with an allergy. After going gluten-free for a fortnight, the Djoker saw an uptick in his athletic performance and never looked back.

It seems fitting then that the tennis star would back a brand like Cob. Not only is Cob a line of gluten-free snacks in flavors like Cacio e Pepe and Olive Oil & Sea Salt, but it’s also corn-free and made from popped sorghum. Co-founder Jessica Davidoff’s son is allergic to corn, so Cob was born out of a desire to provide him with a tasty, healthy snack.

Cob turned to the talented folks at Saint Urbain for brand strategy, identity, naming, and packaging. 2nd Nature Studio, meanwhile, was also responsible for strategy, as well as copywriting, social media, CRM, the brand website, and activations.

From the start, the name “Cob” is a bit of clever wordplay that’s a nod to the resemblance of popped corn, but is corn-free (the cob, of course, is what’s left when you take off the kernels).

The rest of the branding is just as playful, including the wordmark and color palette. The presentation is fun, with a ‘70s-inspired retro feel. Cob’s brand identity is approachable and friendly, inviting popcorn fans to try Cob even if they’ve never had popped sorghum (or aren’t even sure what sorghum is exactly). There’s a cleanness to the packaging design that is evocative of the approach to Cob’s recipes, which include only five ingredients.

Eating like Novak Djokovic won’t make you better at tennis, of course. But if Cob is tasty and healthy enough for the tennis star, it might be worth trying, especially when the packaging looks so good, thanks to Saint Urbain.