In 2025, Tom Tom expanded its business by opening a new Thai restaurant at Jakarta Premium Outlet in Alam Sutera. A survey revealed that this area is primarily filled with families who prioritize comfort and simplicity, a significant departure from their initial location in Grand Indonesia mall in Jakarta. To adapt to this new landscape, Studio 1212 developed a fresh brand strategy, subbrand name, and visual identity. While Tom Tom is already well-known for their Thai specialty, the new subbrand embraces a humble take on Tom Tom’s modern tonality, using warm and bright brand expressions to make the space feel more casual for everyone. It is positioned as a contemporary Thai dining spot that offers flavourful meals and a comforting experience. The location also includes a pantry store where customers can buy the same unprocessed ingredients used in the restaurant to prepare their own authentic Thai dishes at home.

To establish a warm and intimate atmosphere, the subbrand was named Tom Tom Hǒm, a nod to the Thai “sniff kiss” ritual that signifies hospitality and affection, while also echoing the English word “home.” The logo maintains the core design language of the main brand, drawing inspiration from Bangkok’s vernacular signs and the curves of Thai script. Building on the existing Pakaoma-inspired pattern, the visual identity introduces a new Sadung graphic device that acts as a frame or stamp across visual materials. This visual identity extends beyond two-dimensional formats to include staff uniforms, menus, dishware, apparel merchandise and cooking paste packaging, all of which complement the restaurant’s sleek, earthy interior to create a warm and elegant ambiance.