AIR INDIA
Student Work
A ROYAL REBRAND
Air India serves as the national carrier of India. However, it doesn't have the best reputation
due to its subpar amenities and underwhelming service. A national carrier of such stature should be regarded as premium. This is why I decided to undertake a rebranding initiative, aiming to
make it more modern and luxurious, much like what Germany is doing with Lufthansa.
I started this project with the idea of marrying graphic design with my cultural roots.
My aim was to refresh India's flagship airline, infusing it with a contemporary yet
distinctly Indian identity. I incorporated traditional Indian imagery and
carefully selected colours to give the rebranding a uniquely Indian feel.
(PSA: this project was created before Air India revealed their new logo. I still prefer mine, though)
the old logo
the redesign
For the redesign, I wanted to embrace the duality of Indian culture and create something modern yet deeply rooted in Indian tradition. The design draws inspiration from both the lotus and the wings
of a swan. My aim was to maintain a minimal and modern aesthetic
so that the logo was well-suited for digital use as well.
the breakdown
the colours
For this rebrand, I chose to modify the existing brand colours slightly.
Deep vermillion, widely regarded as an auspicious colour in Indian culture,
was made the brand's primary colour, while royal marigold was introduced
to symbolize hope. Including jasmine as a tertiary colour added
warmth and cohesiveness to the brand palette.
the boarding pass
the food packaging
the mobile app
the print ad
the transit ad
