Flying ahead once again

Our client AirAsia is named the World’s Best Low-Cost Airline for the ninth year running at this year’s Skytrax Airline Awards. 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-laden 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. 

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. 

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.

Find out more about our AirAsia work here.