Project Overview
JOM is a restaurant in Hong Kong that celebrates nostalgic Singaporean cuisine. The name JOM comes from the Malay phrase "come, let's go," which holds special meaning for the founder, symbolizing cherished childhood memories of eating with his father at local hawker stands. The menu at JOM features a wide range of offerings, including small plates, meats, seafood, vegetables, noodles, and desserts, all of which are contemporary interpretations of classic dishes.
I developed JOM's brand identity around three key components: impactful typography, concise messaging, and a versatile color palette, all inspired by JOM's roots in hawker centers. The headline typography is bold and striking, with curved edges that soften the letterforms. The copy is direct and to the point, echoing the hawker center approach of quickly grabbing attention
.JOM's color palette consists of both primary and secondary sets. The primary palette features a sophisticated range of muted colors, giving the brand a premium aesthetic. In contrast, the secondary palette showcases vibrant colors that match the vivid food served at JOM. While this palette is predominantly used on social media and outdoor advertising, it can also be used to add a pop of color to complement the primary palette when needed.
The restaurant's minimalist interiors are deliberately designed to highlight the vibrancy of the food. Off-white seating, white stone marble tables, and dark wood accents create a clean, modern atmosphere, elevated by subtle hints of the primary brand green. This carefully crafted ambiance offers diners a luxurious dining experience.
Since its opening, JOM has received an incredible response, with numerous reviews and write-ups praising its cuisine. The restaurant has been featured in Vogue, Time Out, and Tatler Asia. JOM's homemade sambal has proven particularly popular, often selling out due to high demand.
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