The name Arum comes from the Balinese and Javanese word for a pleasant, fragrant aroma; evoking the inviting aromas that first stirs the appetite. From the kitchen to the table, it is this aroma that marks the beginning of every dining experience.
The primary visual identifier of the brand is inspired by Aroma and Claypot. The aroma captures the appetising fragrance of spices that defines Asian cuisine; the first impression that awakens the senses and promises an unforgettable dining experience. The claypot, widely used in traditional Asian cooking, stands as a symbol of authenticity and heritage, an icon of craftsmanship that connects food with culture.
To create an exquisite experience for guests to taste the wonderful dishes of Asia, the concept elevates the herbs and spices used in each recipe with a touch of Art Deco, giving them a luxurious look and feel.
Together, these elements form the foundation of the brand’s identity, uniting sensory delight with timeless tradition, refined with modern elegance.
