Pontus in the air

Luxury in turmoil

Pontus Frithof asked us to create a name and visual identity for his new restaurant located at Arlanda Airport, Sweden’s largest international airport. The restaurant is divided into three areas:

The Brasserie a classic bistro with table service.

The Market inspired self-service.

Take-off a take-way area for passengers.

The ambition is to be Europe’s leading airport restaurant and high quality, affordable prices and fast service were all important for success. We were inspired firstly by Pontus himself, a colourful and charismatic restauranteur and entrepreneur and also by the airport, a location with constant movement and energy. We wanted a feeling of luxury but with a touch of humour.

We envisioned an elegant dinner where the guests suddenly grabbed the tablecloth and flung everything up in the air. Lobsters, silverware, champagne bottles, the entire dinner in the air. Together with illustrator Klara Persson we created several hand-drawn illustrations which became the foundation of the visual identity. We used the illustrations to create a pattern where we also threw in other things such as stuffed animals, random travel paraphernalia and even Pontus himself and his sommelier, Mario.

We also wanted to capture our idea of ‘luxury in turmoil’ in the logotype so we used a clean, modern typeface and arranged the words as though they had been thrown in the air. The arrangement uses oblique angles to signal that things aren’t as they should be. The solution resulted in a playful and inviting visual identity. The restaurant’s name became simply, Pontus in the Air.


Project partners:

Klara Persson
Koncept Stockholm


Instead of a traditional press release we created a short launch film where we threw things in the air and filmed it with a high-speed camera. The film quickly spread on social media.








Together with illustrator Klara Persson we created hand-drawn illustrations which became the foundation of the visual identity.

























The interior of the restaurant is inspired by the golden days of aviation, the 1960’s.








“The identity for Pontus In The Air perfectly reflects my ambition for the restaurant. The mix of playfulness and luxury also feels very fitting in an airport environment, a colorful contrast to an environment that is often quite dull. I love it!”

Pontus Frithiof, Chef & Restaurateur