JOM
A warm identity celebrating Singaporean cuisine, heritage and nostalgic hawker culture.
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 with 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 memory, warmth and everyday energy, while still feeling refined enough for a contemporary restaurant setting.
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 with 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 memory, warmth and everyday energy, while still feeling refined enough for a contemporary restaurant setting.
Role
Role
Design Lead
Project
Project
Freelance
Scope
Scope
Brand Identity, Brand Strategy,
Art Direction, Signage, Digital
Hawker energy, restaurant polish
Hawker energy, restaurant polish
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 rooted in hawker culture, while still feeling clean, modern and flexible enough to work across menus, interiors, signage, packaging and digital touchpoints.
The direction balances the immediacy of street food with the clarity and restraint needed for a contemporary restaurant experience.
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 rooted in hawker culture, while still feeling clean, modern and flexible enough to work across menus, interiors, signage, packaging and digital touchpoints.
The direction balances the immediacy of street food with the clarity and restraint needed for a contemporary restaurant experience.
Bold, direct and full of flavour
The identity is built around bold typography, direct messaging and a flexible colour palette inspired by JOM’s hawker centre roots.
Expressive headline type gives the brand confidence, with softened details that keep it feeling approachable. Short, direct copy reflects the quick, no-fuss energy of hawker centres, where flavour and clarity come first.
Colour helps balance the system. A more muted primary palette gives the brand a refined base, while brighter secondary colours bring in the vibrancy of the food and the energy of Singaporean dining.
The identity is built around bold typography, direct messaging and a flexible colour palette inspired by JOM’s hawker centre roots.
Expressive headline type gives the brand confidence, with softened details that keep it feeling approachable. Short, direct copy reflects the quick, no-fuss energy of hawker centres, where flavour and clarity come first.
Colour helps balance the system. A more muted primary palette gives the brand a refined base, while brighter secondary colours bring in the vibrancy of the food and the energy of Singaporean dining.
A restaurant world with warmth
The identity was designed to sit naturally 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 gives JOM a distinctive world of its own: refined and contemporary, but still full of warmth, flavour and personality.
The identity was designed to sit naturally 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 gives JOM a distinctive world of its own: refined and contemporary, but still full of warmth, flavour and personality.
From restaurant identity to growing dining brand
The work gave JOM a clear and flexible identity system that could celebrate Singaporean food culture while staying easy to use across the full restaurant experience.
Since launching in Wan Chai, JOM has grown to multiple locations in Hong Kong and received coverage from Vogue Hong Kong, Foodie, Tatler Asia and The Beat Asia, helping establish it as a recognised name for modern Singaporean dining.
By balancing bold typography, concise messaging, colour and a restrained interior approach, the brand creates a distinctive setting for JOM’s contemporary take on classic Singaporean dishes.
The work gave JOM a clear and flexible identity system that could celebrate Singaporean food culture while staying easy to use across the full restaurant experience.
Since launching in Wan Chai, JOM has grown to multiple locations in Hong Kong and received coverage from Vogue Hong Kong, Foodie, Tatler Asia and The Beat Asia, helping establish it as a recognised name for modern Singaporean dining.
By balancing bold typography, concise messaging, colour and a restrained interior approach, the brand creates a distinctive setting for JOM’s contemporary take on classic Singaporean dishes.
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Get in touch
© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond