Rubicube Creative | Brand Strategy & Creative Agency Jakarta

WHERE FIRE MEETS ELEGANCE

Akasa Jumeirah Bali

Hospitality & Leisure

SERVICES

DELIVERABLES

INDUSTRY

LOCATION

SERVICES

DELIVERABLES

Brand Strategy

Marketing Collateral Design

Content & Creative Direction

Brand Activation & Campaigns

Naming & Verbal Identity

Visual Identity Design

Strategy Proposal Deck

Brand Audits

Photography Direction

Stationery

Packaging Copywriting

Social Media Content

Launch Campaigns

Color Palette

Typography

Storytelling

Messaging System

Tagline Creation

Brand Naming

Tone of Voice

Audience Research

Brand Architecture

Digital Campaign

Collateral

Copywriting

Brand Guidelines

Illustration

Graphic System

Logo

Brand Narrative

Brand Positioning

INDUSTRY

LOCATION

Hospitality & Leisure

Bali, Indonesia

ELEVATED BY FIRE. DEFINED BY THE EXPERIENCE.

Perched above the Uluwatu coastline within Jumeirah Bali, Akasa Restaurant & Bar brings together flame-grilled cuisine, Asian flavours, thoughtful presentation, and sweeping views of the Indian Ocean. The restaurant was envisioned as more than a dining venue: it needed to become a distinctive destination within the resort, with an identity capable of expressing both the energy of open-fire cooking and the refined character of the Jumeirah experience.

Rubicube Creative was engaged to develop the restaurant’s brand concept, identity, and selected guest-facing applications. From the central narrative and visual language to menus, uniforms, environmental touchpoints, and retail collateral, the project created a cohesive brand experience rooted in elemental warmth, contemporary Asian character, and understated resort luxury.

“Akasa needed to feel powerful without becoming loud. We translated the energy of fire into a brand language that feels refined, tactile, and naturally connected to its cliffside setting.”

CHARLES TJUNG, CREATIVE DIRECTOR

MARIO UTAMA, EXECUTIVE CREATIVE DIRECTOR

MARIO UTAMA, CEO & FOUNDER

An Elemental Dining Experience

Akasa’s brand concept was built around the relationship between fire, flavour, and place.

Fire represents the restaurant’s culinary soul: active, transformative, expressive, and communal. It turns carefully selected ingredients into layered flavours while creating a sense of warmth and theatre around the dining experience.

The cliffside setting adds a second dimension. Ocean air, natural textures, open horizons, and changing sunset light create an environment where the dining experience feels connected to the elements rather than separated from them.

Together, these qualities shaped Akasa as: A contemporary Asian dining destination where fire elevates flavour and every meal becomes an occasion.

This direction reflects the restaurant’s official proposition as a cliffside venue serving flame-grilled cuisine with Asian flavours and dramatic sea views.

Akasa’s brand concept was built around the relationship between fire, flavour, and place.

Together, these qualities shaped Akasa as: A contemporary Asian dining destination where fire elevates flavour and every meal becomes an occasion.

This direction reflects the restaurant’s official proposition as a cliffside venue serving flame-grilled cuisine with Asian flavours and dramatic sea views.

The Akasa identity was extended across menus, retail collateral, uniforms, lapel pins, environmental graphics, entrance communication, packaging, and selected guest-facing materials. Each application was designed to feel like part of one continuous experience, using refined typography, warm metallic accents, tactile surfaces, and the brand’s bespoke pattern language to connect the restaurant’s culinary concept with its physical environment.

Across every touchpoint, the application system maintains a balance between visibility and restraint. From the menu placed at the table and the patterned tie worn by the team to entrance posters and branded collateral, each element strengthens recognition without distracting from the architecture, service, cuisine, or panoramic Uluwatu setting. The result is a cohesive identity that supports the guest journey before, during, and after the dining experience.