A Food Giant Comes Home
Some brands are built in boardrooms; others are built at the dinner table—over chilli crab shells, steamboat broths, and one more round of drinks. For Jumbo Group, Singapore's beloved F&B institution, the latter has always been truer. Since its founding in 1987, Jumbo has grown from its flagship Jumbo Seafood brand into a multi-concept powerhouse—think Ng Ah Sio Bak Kut Teh or Tsui Wah—that has taken Singapore's culinary identity to the world.
When the Group moved its headquarters to 26 Tai Seng, they saw an opportunity to bring that conviction home with a food hall that could showcase Singapore’s favourite hawker concepts.
Jumboree: A Hidden Gem,
Off-the-Beaten Track
The brand was first positioned as a food hall and community space that was off-the-beaten track. This insight was drawn from studying the Greater Tai Seng area which has always had character—semi-industrial, a little gritty, layered with decades of working-class history.
Even the naming was inspired by that vibrancy. Inspired by the word Jamboree that has its roots in informal, festive gatherings centered around food, we simply swopped the a for a u as an homage to the parent brand. Truly a festival of flavours.
Reflecting the Spirit of Greater Tai Seng
The Jumboree logo takes its cues from the playfulness of Art Deco design, blending the qualities of the wider Tai Seng area with the youthfulness of the concept. Full of typographical flourish and varied letter widths, the logo emulates a playground space with its many slides and slanted bars.
In the same fashion, the brand’s vibrant colour palette draws from a source as old as Chinese culinary philosophy itself: the five fundamental flavours. Rendered in vibrant hues, the flavours 酸 (sour), 甜 (sweet), 苦 (bitter), 辣 (spicy), and 咸 (salty) celebrates flavour as culture.
Type Comes to Life
Riffing off the logo, typography play is a key part of what makes Jumboree distinct. Led by Mendl Sans Bold, the typeface has two distinct personalities: the more quirky Dawn and the more organic Dusk. Paired with Duos Round Pro, a handwritten display font that adds warmth, the typographic system balances style with approachability.
Real, Messy, Unpretentious
Simple, geometric, tilted at angles that suggest motion—the Jumboree graphic language is deliberately energetic. The over-saturated, flash-photography driven photography style celebrates the joyful yet nostalgic chaos of food culture. The brand's visual world is one of candid moments, such as dishes caught mid-chaos, friends caught mid-laugh, tables that tell the story of a great meal already well underway.
A Neighbourhood Favourite
When Jumboree opened its doors in 2026, it was to considerable fanfare. With its new seafood dai pai dong concept Jumbo 1987, live music, and novelties like pay-as-you pour beer and wine taps, it has become a place where the everyman gets to know their neighbour a little better. A hidden gem that turned out not to be so hidden once word got around, which of course, is exactly what the best neighbourhood spots always do.
Stacy Tan, Lee Qiu Wen, Edna Thio