THAI FOOD WITH A KICK.
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, everyday.
WHAT WE DID
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.
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 is 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 extrordinaire.
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.
“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
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.