Soft Air – Brand Identity

Central Restaurant Group

Soft-serve ice cream with flying colours.

Thailand’s multi-industry giant, CRG (Central Restaurant Group) started its own soft-serve brand, SoftAir, filling gaps in the dessert portfolio of the company. The brand selling point is its many exotic flavours from around the globe. Hence the concept, ‘an airline soft-serve service’. Every design aspect borrows visual cues from a design of an airline and travel business. A winged-logotype, a soft-serve icon with and airplane atop the swirled cream, air hostesses style uniform, and the airplane parts kiosk.