AIR CCCC: Creating a culture of circularity

AIR stands for Awareness, Impact, and Responsibility – the guiding values of the restaurant, culinary campus and cooking club that champions innovation, creativity and sustainability.

Situated within Dempsey Hill (Singapore), a verdant retail and lifestyle neighbourhood, the site was originally a nutmeg plantation, with green space and working garden occupying 90% of the area. Designed by OMA, the architecture is defined by preservation and intervention, where the refurbished 1970s structure is exposed and enhanced to accommodate the new program.

Through creativity and education, AIR fosters meaningful change, inviting the community to reduce waste and rewire their perceptions of thoughtful dining.

Circular in form and philosophy, AIR places its purpose at heart, a principle carried through to the identity. Our approach to the logo was grounded in natural geometry, the symbol growing like vine tendrils following a golden ratio. Secondary typography follows similar forms, suggesting an infinite loop of sustainable reuse.

The palette utilises organic ‘turing’ patterns found in nature, applied as a unique filter to images, seen across digital and housed within the symbol. Material is consciously used, with paper utilising PCW and produced on demand, on site. Art direction captures the journey and alchemy of production, focusing on origin and process as much as outcome, with honest immediacy and rawness.

The brand identity embodies the values of the project, while navigating visual cliches associated with sustainable practice. It positions AIR as equally creative and responsible, a compelling brand that brings awareness of future food
systems to a broader audience.