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.
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.
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.
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.
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.
WORLD’S BEST LOW-
COST AIRLINE FOR
7 CONSECUTIVE YEARS
Gold & Commended