JOM
JOM is a Hong Kong restaurant chain inspired by the nostalgic foods and flavours of Singaporean cuisine.
The name comes from the Malay phrase come, let’s go, a familiar expression that also held personal meaning for the founder, rooted in childhood memories of eating with his father at local hawker stands.
The brand needed to capture that sense of warmth, memory, and everyday energy, while still feeling refined enough for a contemporary restaurant setting in Hong Kong.
JOM
JOM is a Hong Kong restaurant chain inspired by the nostalgic foods and flavours of Singaporean cuisine.
The name comes from the Malay phrase come, let’s go, a familiar expression that also held personal meaning for the founder, rooted in childhood memories of eating with his father at local hawker stands.
The brand needed to capture that sense of warmth, memory, and everyday energy, while still feeling refined enough for a contemporary restaurant setting in Hong Kong.
JOM
JOM is a Hong Kong restaurant chain inspired by the nostalgic foods and flavours of Singaporean cuisine.
The name comes from the Malay phrase come, let’s go, a familiar expression that also held personal meaning for the founder, rooted in childhood memories of eating with his father at local hawker stands.
The brand needed to capture that sense of warmth, memory, and everyday energy, while still feeling refined enough for a contemporary restaurant setting in Hong Kong.
CHALLENGE
Singaporean food is full of colour, pace, and personality, but the identity needed to avoid feeling too busy or overly nostalgic.
The challenge was to create a brand that felt vibrant and rooted in hawker culture, while still feeling clean, modern, and flexible enough to work across menus, interiors, signage, packaging, and digital touchpoints.
CHALLENGE
Singaporean food is full of colour, pace, and personality, but the identity needed to avoid feeling too busy or overly nostalgic.
The challenge was to create a brand that felt vibrant and rooted in hawker culture, while still feeling clean, modern, and flexible enough to work across menus, interiors, signage, packaging, and digital touchpoints.
CHALLENGE
Singaporean food is full of colour, pace, and personality, but the identity needed to avoid feeling too busy or overly nostalgic.
The challenge was to create a brand that felt vibrant and rooted in hawker culture, while still feeling clean, modern, and flexible enough to work across menus, interiors, signage, packaging, and digital touchpoints.
DESIGN & CREATIVE DIRECTION
The identity was built around three core elements: bold typography, direct messaging, and a flexible colour palette inspired by JOM’s hawker centre roots.
The headline type is bold and expressive, with curved edges that soften the letterforms and give the brand a more approachable feel. The copy is kept short and direct, reflecting the quick, confident energy of hawker centres, where food, flavour, and clarity come first.
Colour plays an important role in balancing the brand. A more muted primary palette gives JOM a refined base, while brighter secondary colours bring in the vibrancy of the food and the energy of Singaporean dining.
DESIGN & CREATIVE DIRECTION
The identity was built around three core elements: bold typography, direct messaging, and a flexible colour palette inspired by JOM’s hawker centre roots.
The headline type is bold and expressive, with curved edges that soften the letterforms and give the brand a more approachable feel. The copy is kept short and direct, reflecting the quick, confident energy of hawker centres, where food, flavour, and clarity come first.
Colour plays an important role in balancing the brand. A more muted primary palette gives JOM a refined base, while brighter secondary colours bring in the vibrancy of the food and the energy of Singaporean dining.
DESIGN & CREATIVE DIRECTION
The identity was built around three core elements: bold typography, direct messaging, and a flexible colour palette inspired by JOM’s hawker centre roots.
The headline type is bold and expressive, with curved edges that soften the letterforms and give the brand a more approachable feel. The copy is kept short and direct, reflecting the quick, confident energy of hawker centres, where food, flavour, and clarity come first.
Colour plays an important role in balancing the brand. A more muted primary palette gives JOM a refined base, while brighter secondary colours bring in the vibrancy of the food and the energy of Singaporean dining.
BRAND IN SPACE
The identity was designed to sit comfortably within a clean, modern restaurant environment. Minimal interiors, off-white seating, white stone marble tables, dark wood accents, and touches of brand green create a calm backdrop that lets the food and colour system stand out.
This balance helped the restaurant feel refined and contemporary, without losing the warmth and energy at the heart of the concept.
BRAND IN SPACE
The identity was designed to sit comfortably within a clean, modern restaurant environment. Minimal interiors, off-white seating, white stone marble tables, dark wood accents, and touches of brand green create a calm backdrop that lets the food and colour system stand out.
This balance helped the restaurant feel refined and contemporary, without losing the warmth and energy at the heart of the concept.
BRAND IN SPACE
The identity was designed to sit comfortably within a clean, modern restaurant environment. Minimal interiors, off-white seating, white stone marble tables, dark wood accents, and touches of brand green create a calm backdrop that lets the food and colour system stand out.
This balance helped the restaurant feel refined and contemporary, without losing the warmth and energy at the heart of the concept.
OUTCOME
The work gave JOM a clear and flexible identity system, one that could celebrate Singaporean food culture while still feeling modern, premium, and easy to use across the restaurant experience.
By balancing bold typography, concise messaging, colour, and a restrained interior approach, the brand created a distinctive setting for JOM’s contemporary take on classic Singaporean dishes.
OUTCOME
The work gave JOM a clear and flexible identity system, one that could celebrate Singaporean food culture while still feeling modern, premium, and easy to use across the restaurant experience.
By balancing bold typography, concise messaging, colour, and a restrained interior approach, the brand created a distinctive setting for JOM’s contemporary take on classic Singaporean dishes.
OUTCOME
The work gave JOM a clear and flexible identity system, one that could celebrate Singaporean food culture while still feeling modern, premium, and easy to use across the restaurant experience.
By balancing bold typography, concise messaging, colour, and a restrained interior approach, the brand created a distinctive setting for JOM’s contemporary take on classic Singaporean dishes.
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© 2026 Ross Hammond
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© 2026 Ross Hammond