How We Eat is How We Live

In Thailand, food means more than just a meal, it’s how we care for one another. We greet each other with “Have you eaten yet?”, gather around shared plates, and measure a good day by the flavours we’ve enjoyed together.  The soul of Thai food lives in these simple moments, on Bangkok’s bustling street corners, at classic metal tables, in the dishes locals return to every day. Thai cuisine is one of the most beloved in the world, but how many truly know what real Thai food tastes like?

THE CHALLENGE: To share Thai food as we live it

Around the world, Thai food is often imagined as royal cuisine or secret family recipes passed down through generations.  But at its heart, the soul of Thai food lives in the everyday, in the dishes found on street corners, in quick meals shared during busy days, and in the flavours locals have accepted by heart.

The challenge was to bring that real taste of Thailand to everyone, in a way that feels as familiar and everyday as it does here.

The task was to show Thai cuisine not as a polished picture for the world, but as it is actually lived and loved, food that brings people together and is cherished by locals of every age, every day.

THE STRATEGY: It’s what locals approve

GlomGrom was born from a simple belief: the true taste of Thai food comes from what the locals actually eat every day.  Not a secret recipe, not a royal dish, but the food we Thai people see, eat, and grow up with. It’s the familiar flavour everyone recognises and enjoys, shared across tables, generations, and daily life. Because what locals love is what truly represents Thai culture.

Our role was to take that ordinary, everyday reality and translate it into a brand that could represent Thailand to the world. The positioning rests on a clear idea: local at heart, global in spirit. GlomGrom carries the commonness of Thai food proudly, showing that what we consider normal here is something worth sharing with the world.

GlomGrom brings this idea to life through ready-to-eat meals that capture the real taste of Thailand. The brand is built not on distant ideas, but on food locals truly approve of, keeping the authenticity of everyday Thai life intact while making it modern, accessible and ready for everyone to enjoy anytime, anywhere.

THE DESIGN: Here’s how real Thai daily life looks and feels

Design became the language of culture, carrying forward the belief that the beauty of Thainess lives in what we see every day. It was crafted to honour Thai food as it is lived and loved.

The visual identity of GlomGrom draws from the colours and textures that surround Thai life, from vivid street corners to the hues of local spices and the familiar patterns found across everyday surroundings. It celebrates the ordinary scenes that shape our memories of eating and living, turning what is common into something iconic. This is Bangkok daily life, vibrant, authentic, and full of energy, translated into design.

At its core is the ‘Prajam Yam’ motif, one of Thailand’s traditional patterns, reinterpreted with a modern grid as the foundation of the design system. It reflects a new kind of Thai identity that feels fresh, confident, and deeply rooted in culture.

Vibrant local colours reflect the intensity of GlomGrom’s flavours and character, while decorative patterns draw inspiration from familiar gestures and details in everyday life. The ‘wai’, a gesture of greeting and gratitude, and the steel spoon from local restaurants are reimagined with playful confidence to express the spirit of everyday connection and the energy of Bangkok life in motion.

We brought the art of what we see daily into a modern visual form, allowing global audiences to experience not only the taste but also the art and rhythm of local Thai life.

Together, these elements create a visual world that feels modern yet deeply local, expressing Thai culture as something alive, shared, and part of everyday life.

WHAT WE LOVE, SHARED TO THE WORLD

GlomGrom was born from our genuine passion for Thai food and the culture that shapes it. It celebrates the meals that connect people every day, simple, flavourful and full of warmth. Every part of the brand, from strategy to design, was created to let people experience the real taste of Thailand as we know it, wherever they are in the world.

Through ready-to-eat meals, GlomGrom shares that experience in its simplest, most accessible form. It brings the familiar comfort of local Thai dishes to new places and people, proving that what is common here can be truly appreciated everywhere.