For political reasons, the Taiwanese have never been able to have an airline that bears the name “Taiwan”. As a Taiwanese, I decided to explore the concept of branding for an imaginary carrier, “AirTaiwan”, to rectify this situation and bring the essence of Taiwan to the world. In this portfolio, I decided to focus on the visual identity, in-flight utilities, and marketing, to craft a perfect experience for the passengers.
My branding started with designing the logo, which features a farm boy riding on a water buffalo under a banana tree. It was inspired by the agricultural innocence of Taiwan and the famous Taiwanese relief “Water Buffalos” (Tushui Huang). Utilizing the logo and a limited palette, I designed the frequent flyer card, boarding pass, luggage tag, menu, meal box, and livery, using a 3D program and personal photos. I explored the use of shape, contrast, pattern, and unity. I also altered the color combinations to distinguish the privileged status of the high-end customers.
The uniform design is based on a red-black color scheme, authentic of Taiwanese aboriginals, and includes stripes of aboriginal patterns. The livery representing the Han race of Taiwan and the uniform representing the aboriginals create a perfect image for the island to present to the world.
To further showcase the beauty of Taiwan, I decided to utilize the seatback screens for photos that present the colors of Taiwan.
I also designed the in-flight magazine, using my original photos.
Keeping in mind the importance of audience, context, and purpose, I designed the advertising overlaying the modern and natural aspects of the capital Taipei to attract flyers to explore the diversity of the island with AirTaiwan.