AYAM

Brand Identity - 2025

BRAND
AYAM

ROLE
Art Direction, Design, Copywriting, Naming

SPECIAL THANKS
The Family

COME EAT
4013 35th Ave, Long Island City NY

PROBLEM
Thailand and Malaysia’s unique cultural fusion in Thailand’s three southernmost provinces is largely invisible in NYC’s mainstream culinary landscape.

INSIGHT
Behold AYAM, a Thai-Malay fast-casual eatery in NYC, serving a bold, chicken-only menu inspired by the street food of Southern Thailand and Malaysia. The name "AYAM," meaning "chicken" in Malay, serves as a linguistic bridge to the southern provinces, grounding the brand in an authentic identity that feels like a direct extension of the region.

IDEA
The brand identity uses a striking red-and-yellow palette—a direct homage to the Narathiwat province flag—and structured typography to reflect the menu's focused nature. This visual system channels the raw energy of Southeast Asian street markets, ensuring the brand feels like a piece of the homeland transplanted into NYC.

Chaotic Good