“Culture Royale”is a contemporary Indonesian F&B Group. Its customers are mainly Indonesia bourgeois or luxurious customers who will arrange birthday party, wedding party as well as banqueting and other catering services. Its brand“Royale”in French means“Royale House”and“Culture Royale” represents the dignified high-quality F&B culture. Tommy used the crown as the round-shaped dish cover, which has developed into a visual identity system full of black humors. This design brought an essential uniqueness to the brand and introduced a new design style in Indonesia. It even triggered lots of debates for a period of time once the new brand was launched.