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EASY, TIGER

THAI FOOD WITH A KICK.

EASY, TIGER:
THAI FOOD WITH A KICK.

OVERVIEW

Easy, Tiger is a quick-service restaurant that serves authentic Thai food with flavors that will knock you out. The brand itself is a visual feast, immediately bringing you the buzzing streets of Bangkok with its unique charm and authentic flavors. It's affordable Thai food made for everyone to enjoy—all day, every day.

WHAT WE DID

Brand Identity 
Brand Strategy 
Brand Naming
Environment Design
Copywriting

SPECIAL THANKS

Restaurant Interior Design c/o
Dee See Interiors

The logo lockup featuring a tiger illustration for Thai food and beverage brand Easy Tiger

Thai is a cuisine full of mouthwatering flavors and aromas, which is exactly how we came up with the name "Easy, Tiger"—urging you to take it easy because you're sure to beg for seconds. While Thai food is loved by many, it may seem a little exotic to your first-time diner. This was a challenge we had to overcome. How do we make Thai food exciting and welcoming to a market that has never tried it before?

The first thing we did was to take inspiration from the name and create an interesting narrative. We came up with a Tiger character that shaped the brand's story: a retired Muay Thai champion turned master chef. In line with this idea, we drew the Tiger in different poses that incorporated both his fighting form and cooking techniques.

Logo lockups and seals featuring tiger illustrations for Thai food and beverage brand Easy Tiger
The typesetting layout for Thai food and beverage brand Easy Tiger

We also took a lot of inspiration from Thai culture itself, putting a fun spin on it to attract our audience. With this in mind, we wanted the visual language of Easy, Tiger to be sweet, spicy, and street-savvy. 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.

Inspired by the name, we created a character that shaped the brand's story: a retired muay thai champion turned chef extraordinaire.

The character design of a Tiger boxer for Thai food and beverage brand Easy Tiger
Lifestyle photography of food and the menu design for Thai food and beverage brand Easy Tiger
Gritty street poster designs for Thai food and beverage brand Easy Tiger
Restaurant store front design for Thai food and beverage brand Easy Tiger

While working on the environment design of the space, we were inspired by the bustling streets of Thailand. A little messy and offbeat, but never without character. The restaurant's interiors were designed by Dee See.

Street poster designs and tiger mascot for Thai food and beverage brand Easy Tiger
Menu layout and design with quirky illustrations for Thai food and beverage brand Easy Tiger

“For years I've pictured a food concept in my mind that was exactly like Easy, Tiger but I never had the means nor the vision to make it happen. Serious Studio practically gave life, soul, and character to a brand I could only dream of.”

— AL PURUGGANAN
 
Typography decal stickers in the store front of Thai food and beverage brand Easy Tiger

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.

Tiger mascot design and custom typography for Thai food and beverage brand Easy Tiger
PUNCHY FLAVORS FOR A KICK-ASS GOOD TIME


VISIT EASY, TIGER AT THE CORNER MARKET LOCATED IN THE PODIUM AND UPTOWN MALL. OPENING IN MORE LOCATIONS SOON.

CHECK THEM OUT ON FACEBOOK AND INSTAGRAM.