Founded in 2014, Tom Tom built its reputation as a Thai culinary brand in Indonesia by blending tradition with creativity, bringing the spices to life in every dish. As the Thai food market grew more saturated, Tom Tom needed to reassess its positioning, expand its offerings, and strengthen its brand identity to unify these changes. Studio 1212 developed a refreshed identity and brand framework that positioned Tom Tom as a modern, casual dining experience, delivering authentic Thai flavours through high-quality ingredients. Every element of the brand was created intentionally, expressed through a confident and pragmatic tone. At the same time, its original Thai heart remains present, conveyed through a casual warmth that welcomes diners from all walks of life.

Tom Tom’s brand expression features a bespoke mascot, custom illustrations, and a distinctive pattern system, all uniquely developed for the brand. The mascot, a Siamese Fighting Fish (Thailand’s national symbol), is rendered in a woodcut print style to evoke a handmade, rustic quality that reflects the brand’s grounded personality. This illustration style is used consistently across all visual assets. The brand’s signature pattern draws from the traditional Pakaoma fabric, reinterpreted with modern, geometric, and modular forms to create visual flexibility. These identity elements are carried into the restaurant interiors, which are inspired by the warmth of local eateries that feel familiar and comforting. Hand-painted Thai lettering adds authenticity throughout the space, while shopfront windows feature posters highlighting menu items and promotions. This combination of details creates a grassroots charm that ties the entire brand experience together.