AIR CCCC is a dining experience rooted in Awareness, Impact, and Responsibility. Operating as a Circular Campus and Cooking Club, it is a place where food, space, and the specific moment in time converge into a single, cohesive system. HAV’s mission was to honor this complexity by bringing clarity to its expression.
The core idea was to create a system that feels light, clear, and effortless, allowing the food and the atmosphere to take the lead. We treated the brand as a living organism that changes its "breath" throughout the day and moments.
Time-Based Transitions We translated the shifts from Lunch to Sunset to Dinner into a structured visual rhythm.
Atmospheric Support Every touchpoint from photography and video to graphic design was designed to support the atmosphere, not compete with it.
Intentionality By focusing on "not over designing," we ensured that the brand felt "right" in its environment, emphasizing the garden, the fermentation lab, and the community.
Time-Based Transitions We translated the shifts from Lunch to Sunset to Dinner into a structured visual rhythm.
Atmospheric Support Every touchpoint from photography and video to graphic design was designed to support the atmosphere, not compete with it.
Intentionality By focusing on "not over designing," we ensured that the brand felt "right" in its environment, emphasizing the garden, the fermentation lab, and the community.
We didn’t approach AIR as a static brand, but as a moment-based experience. Our process moved beyond simple aesthetics to bridge the gap between Chef culinary vision and the physical guest journey.
The Study We analyzed the existing brand system to identify friction points in navigation and readability.
The Refinement Rather than a full rebrand, we focused on system refinement, iterating on layout and hierarchy to ensure the design worked for both the kitchen and the guest.
The result is a more refined brand perception where the menu, brand, and space work together seamlessly.
Flow The new system created better alignment between the kitchen, service staff, and visual output, leading to smoother daily operations.
Community The design system successfully supported over 30+ events, making AIR a "home" for family, music, wellness, and F&B communities.
Recognition This refined experience contributed to AIR being honored in Time Magazine’s World’s Greatest Places 2024 and featured at Singapore Design Week 2025.
At HAV, we believe that true impact doesn't always come from changing everything.
It comes from the precision of the adjustment.
It comes from the precision of the adjustment.
AIR
Brand Communication. Experience Design
Project Partners
Ongarato
OMA Architecture
Year
2025
©HAV 2025 All rights reserved.
Brand Communication. Experience Design
Project Partners
Ongarato
OMA Architecture
Year
2025
©HAV 2025 All rights reserved.
Creative Director
Fritz Yonathan
Graphic Designer
Gian Fitrianto, Rafid Hauzan, Sulthan Sabian
Photographer
Farhan Aufa
Videographer & Editor
Nagisa Oka, Irfan Fathurahman
Motion Designer
Annaafi Asriansyah
Account Team
Naufal Fathurrahman
Naufal Aulia
Fritz Yonathan
Graphic Designer
Gian Fitrianto, Rafid Hauzan, Sulthan Sabian
Photographer
Farhan Aufa
Videographer & Editor
Nagisa Oka, Irfan Fathurahman
Motion Designer
Annaafi Asriansyah
Account Team
Naufal Fathurrahman
Naufal Aulia