Air Asia 09.jpg

WORK FAST,
AIM HIGH

 

From two planes to 100; from $11m debt to The World’s Best Low-cost Airline for six consecutive years. AirAsia’s journey is one of bold ambition and fast-paced, low-cost, high-impact branding driven right from the top.

 
 

AIRASIA

In 2001, entrepreneur Tony Fernandes bought a debt-ladened airline from the Malaysian Government for just one Malaysian ringgit, with a bold ambition to make flying possible for everyone. Ten years later, AirAsia was already achieving commercial success, but its brand was rooted in the past and failing to communicate effectively outside the core Asian market. 

 

Working as the retained brand agency across the entire AirAsia portfolio, our challenge was to define a new brand for AirAsia and express it in a way that was right for a global business, rooted in a modern Asian culture. 

 
 

BRAND IDENTITY

We defined the AirAsia brand personality and devised a distinctive approach to help them express it through the brand identity with boldness and cool craft at every point of the customer journey.

To celebrate the airline’s pan-Asian heritage and affiliations, we designed a series of black and white patterns each inspired by the cultures of nine key destinations served by the airline. These complemented the AirAsia logo and inspired internal teams to keep the look fresh and flexible across different destinations.

 
 
 
 

BRAND ACTIVATION

We ran multiple workshops across different stakeholder groups throughout the business to explore the best way to deliver the brand personality through the customer experience. We translated the brand across the whole passenger journey: from the booking app and website to the check-in counter, uniforms and on-board merchandise, and designed over a hundred applications to make the customer experience consistent across the network. 

 
 
 
“I’m very impressed with what The Partners has done to give us a refreshing 360° brand approach. We love their concept, which truly captures our brand personality – bold, innovative and fun. Of course, what makes our own partnership fun is that they are professional and easy to work with.”
Kathleen Tan, CEO, AirAsia Expedia
 
 
 

To celebrate the Year of the Dragon and the launch of AirAsia’s 100th Airbus, we created a dramatic dragon livery for the landmark plane. 

Now flying to over 80 destinations in 18 countries, AirAsia continues to be a powerful testament to a challenger brand ethos and the creativity and loyalty it inspires.

 
 
 

100

FROM 2-100
PLANES

#1

WORLD’S BEST LOW-
COST AIRLINE FOR
7 CONSECUTIVE YEARS

80

DESTINATIONS IN
18 COUNTRIES

 
 

AWARDS

 

FRESH AWARDS
Gold

WPPED CREAM
Gold & Commended

MARKETING DESIGN
AWARDS

Winner

CLIO AWARDS
Finalist