Thai Food with a Kick.
Easy, Tiger is a quick service restaurant that serves authentic Thai food with flavors that will knock you out. It's affordable Thai food made for everyone to enjoy—all day, everyday.
To create the concept, we took pieces of inspiration from Thailand's vibrant culture: traditional batik patterns, street vendor kitsch, and the fighting art style of Muay Thai. Given the restaurant's food hall format, we made sure to create a brand that was easy to understand, yet exciting enough to pack a punch.
With the restaurant's long queues during lunch and dinner service, the brand became an overnight success. And with Thai food this good, it's hard not to dig in and ask for seconds.
WHAT WE DID
Branding & Strategy, Creative Direction, Environment Design, Copywriting
THE LOGO MARK
Inspired by the name, we created a character that shaped the brand's story: a retired Muay Thai champion turned chef extrordinaire.
A medley of distinctly Thai patterns, illustrations, and half tones inspired by vintage newsprints, the visual language of Easy, Tiger is sweet, spicy, and street-savvy.
We illustrated several icons that showcase the textures of Thai cuisine and Muay Thai, and drew the Tiger in different poses that incorporate his fighting form along with his cooking techniques.