Tom’s Branding

A complete rebranding project for Tom’s Restaurant, focusing on revitalising its visual identity through a modern logo, cohesive colour palette, and consistent brand applications. The new design highlights the restaurant’s warmth, quality, and creative spirit while appealing to a contemporary audience.

Overview

Project Brief

Key Objectives

Design Recommendation

UI Design and Branding

Key Screens

Reflection

Takeaways

This project focuses on the complete rebranding of Tom’s Restaurant, a beloved local eatery in Kuching known for its Western cuisine and signature cakes. The aim was to modernise its visual identity while preserving the warmth and authenticity that define its brand. The process involved in-depth research, concept exploration, logo development, brand application, and visual identity creation which results in a cohesive and refreshed brand system.

The goal of this project was to redesign the existing brand identity of Tom’s Restaurant to reflect its high-quality offerings and friendly dining atmosphere. The old logo lacked personality and visual balance, relying solely on a simple serif wordmark. My task was to develop a comprehensive brand system which includes logo, typography, colour palette, and applications that communicates the restaurant’s values, enhances recognition, and elevates customer experience.

  • Redesign the logo to establish a stronger and more memorable brandmark.

  • Create a consistent and modern brand identity across all touchpoints.

  • Reflect Tom’s core values of quality, authenticity, and innovation.

  • Design sustainable, attractive packaging and promotional materials.

  • Strengthen the restaurant’s digital and physical presence through cohesive branding.

Problem Statement

Research Goals

Primary Research

Although Tom’s is widely recognised for its delicious menu and desserts, its outdated branding failed to reflect its reputation for quality. The lack of a figure mark, cohesive colour system, and engaging visual assets made the brand appear generic. The challenge was to transform this identity into one that communicates sophistication, creativity, and trustworthiness while remaining approachable to the local audience.

  • Understand Tom’s target audience and customer perception.

  • Analyse successful restaurant brands like Olive Garden, Starbucks, and Nando’s for visual inspiration.

  • Identify how visual design affects customer loyalty and perception of quality.

  • Explore how brand consistency across packaging, social media, and interior visuals can influence customer experience.

I examined Tom’s online presence on Facebook and TripAdvisor to gather customer feedback and brand impressions. Additionally, I conducted a visual analysis of the restaurant’s packaging and logo to identify design gaps. By comparing these findings with leading brands in the hospitality sector, I was able to highlight the importance of visual storytelling and emotional engagement through design.

My design direction centred on a fresh, modern visual identity that feels both playful and refined.

  • Figure Mark: Inspired by Tom’s signature mango crepe cake, the figure mark incorporates a mango fruit and cake illustration to represent the brand’s unique offering.

  • Typography: Calgary Script OT was chosen for its legibility and elegant flow, balanced by Myriad Pro for clear readability.

  • Colour Palette: Pastel orange symbolises the mango cake’s warmth and freshness, while pastel blue adds contrast, freshness, and calmness.

  • Tagline: “Nom your time away” captures the relaxed and indulgent dining experience.

The brand system extends across multiple applications, from menus and packaging to uniforms and digital media. I created cohesive branding assets such as:

  • Business cards, letterheads, and envelopes for corporate identity.

  • Staff uniforms, packaging, and van decals for brand presence.

  • Advertising materials, including billboards and posters, to communicate consistency across print and digital platforms.

  • Each element aligns with Tom’s approachable yet premium tone, ensuring visual harmony throughout.

This rebranding project was a transformative learning experience. It was my first time independently redesigning a brand from the ground up. One of the biggest challenges was perfecting the figure mark. I went through nearly fifty sketches before achieving the final result that best represented Tom’s essence. Creating mockups was another new skill that helped me visualise how my designs would look in reality, giving the project authenticity and depth.

I’m particularly proud of the packaging design, which uses typography and logo fragments creatively to form a strong visual identity. The process taught me how to translate design principles into tangible brand assets that communicate personality and professionalism.

  • Learned to apply strategic thinking to visual identity design.

  • Gained practical skills in logo refinement, colour harmony, and mockup creation.

  • Understood the value of brand consistency and how it builds trust.

  • Developed confidence in managing the full design process, from research to final application.