Air Belgium's Identity Crafted by Brandspace (formerly Big Bad Wolf)
In 2016, Brandspace assumed the pivotal role of principal marketing partner for Air Belgium, orchestrating the comprehensive development of the airline's brand experience.
A primary focus was the creation of a distinctive brand identity, strategically positioning Air Belgium in the fiercely competitive aeronautical market. Brandspace's approach encompassed the formulation of graphical guidelines and a unique tone of voice.
Air Belgium's brand essence is characterized by simplicity—understated, light-hearted, and authentic. It also aims to be enjoyable, embodying likeability, fun, and amusement, aligning with Belgium's positive reputation on the international stage. The brand's baseline, "Simply fly away," encapsulates the commitment to hassle-free travel.