Naomi Oshima Bangkok Airways Rebrand

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NAOMI OSHIMA

Crafting Culture, Defning Class: Bangkok Airways’ Reimagined Identity

BANGKOK AIRWAYS REBRAND

Bangkok Airways is a regional airline based in Bangkok, Thailand. Established in 1968, it operates scheduled services to destinations in Thailand, Cambodia, China, Hong Kong, India, Laos, Malaysia, Maldives, Myanmar, Singapore, and Vietnam. Bangkok Airways is known for its boutique airline concept, ofering premium services to its passengers. It operates a feet primarily consisting of Airbus A319, Airbus A320, and ATR 72 aircraft.

In light of evolving market demands and the need to rejuvenate Bangkok Airways’ brand image, my mission is to redefine its essence with a fresh, innovative approach. My focus lies in encapsulating the spirit of Thailand’s vibrant culture, while fostering a sense of modernity and exclusivity.

BANGKOK AIRWAYS REBRAND — 2024

KEY OBJECTIVES

Authentic Representation: Embodying the rich tapestry of Thai heritage, my goal is to create an authentic symbol that resonates with both domestic and international audiences. This entails a departure from conventional tropes towards a more nuanced portrayal of Thai identity.

Distinctive Visual Identity: My rebranding eforts will steer away from clichés, opting instead for a visual language that is both sophisticated and distinctive. By infusing elements of Thai artistry and contemporary design principles, I aim to craft a visual identity that is instantly recognizable and timeless.

Elevated Customer Experience: Central to my rebranding strategy is the elevation of the customer experience. Through thoughtful design interventions and a renewed commitment to service excellence, I aspire to redefine Bangkok Airways as the epitome of luxury travel in the region.

Global Appeal: While rooted in Thai culture, my rebranding endeavors will be geared towards enhancing Bangkok Airways’ global appeal. This entails striking a delicate balance between tradition and modernity, thereby positioning the airline as a preferred choice for discerning travelers worldwide.

Digital Experience Enhancement: Enhance Bangkok Airways’ digital platforms, including the website and mobile app, to provide passengers with a seamless and intuitive booking and travel experience.

“Crafting Culture, Defning Class: Bangkok Airways’ Reimagined Identity”

COLOR PALETTE

Bangkok A ir ways

TYPOGRAPHY | MAIN IDENTITY

The Seasons

WEIGHT | REGULAR | LIGHT ADOBE FONTS

The Seasons is a serif font family, an elegant classic serif font family consisting of a high contrast serif fonts with a vintage chic look, a corresponding calligraphic cursive italics that are based on a number of humanist italic scripts and written with a Pilot Parallel Pen.

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TYPOGRAPHY | FONT PAIRING

Josefin Sans

WEIGHT | REGULAR | LIGHT ADOBE FONTS

Josefin Sans is a modern, elegant sans-serif typeface characterized by its clean lines and geometric shapes. Inspired by 1930s Swedish design aesthetics, it exudes sophistication and versatility. With its balanced proportions and distinctive letterforms, Josefin Sans adds a touch of contemporary fair to any project while maintaining readability and clarity.

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LOGO REDESIGN

Introducing the redesigned logo for Bangkok Airways — a modern interpretation that captures the essence of sophistication and excellence. Departing from the original logo, I’ve bid farewell to the red hues, welcoming a fresh, contemporary aesthetic. The sleek updated typeface, refects my commitment to embracing the future while honoring their heritage. Retaining the lustrous gold color in my logo, symbolizes their strong dedication to being a premier airline.

Additionally, I’ve integrated a vibrant Kranok pattern into the logo, paying homage to Thailand’s rich cultural tapestry. This revamped logo embodies timeless elegance and reafrms their position as a leader in luxury travel.

Bangkok A ir ways

“Kranok,” refers to a traditional Thai decorative motif often found in architecture, artwork, and textiles. It consists of intricate, geometric patterns inspired by natural elements such as leaves, flowers, and vines.

Kranok patterns are widely recognized as symbols of Thai craftsmanship and cultural identity, adding richness and elegance to various forms of Thai art and design.

Kranok patterns experimentation

Final Kranok pattern

Kranok pattern + typeface

MAIN IDENTITY

Bangkok

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Bangkok Air ways

Bangkok A ir ways ASIA’S BOUTIQUE AIRLINE

Bangkok

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ASIA’S BOUTIQUE AIRLINE

Bangkok

A ir ways ASIA’S BOUTIQUE AIRLINE

Bangkok A ir ways

ASIA’S BOUTIQUE AIRLINE

KOH SAMUI

KOH SAMUI

SINGAPORE

AIRPLANE DESIGN

AIRPLANE SEATS MOCKUP

Get the app

With the Bangkok Airways application, you can search and book your flight conveniently. Easily log in and manage your FlyerBonus profile. Manage your booking, check-in and much more.

Search and book your fight conveniently.

Manage your booking at your fngertips

AIRWAYS PHONE APP DESGIN

Crafting Culture, Defning Class: Bangkok Airways’ Reimagined Identity

BANGKOK AIRWAYS REBRAND — 2024