Air Tahiti Nui
- View other case studies related to - Brand Purpose and Positioning
- View other case studies related to - Insights, Foresight and Trends
- View other case studies related to - Visual and Verbal Identity
- View other case studies related to - Brand Guidelines
- View other case studies related to - Tone of Voice and Messaging
- View other case studies related to - Branded Environments
- View other case studies related to - Travel and Transportation
- View other case studies related to - Australia and New Zealand
The Ambassador of a Nation
Air Tahiti Nui’s role as an airline far exceeded that of flying planes, or even, flying people. It was clear that it was already an engine of growth and prosperity for the region itself as well as one of the most potent symbols of the people’s spirit. If there is anything unique about the people of Tahiti, it is a genuine strength of heart. Warmth flows into everything they do, and so too the brand’s purpose became that of creating exceptional and heartfelt experiences to help build a positive and sustainable future for the Islands of Tahiti. The brand experience had to be vivid, sensorial and immersive, and ultimately had to channel the brand idea ‘Nui’– meaning an intense and vivid connection to a culture and its people.
Because the strategy revolved around a central aspect of Tahitian culture, the identity similarly focused on leveraging the full significance of the Tiare. We needed to bring the Tiare to the fore, staying as true as possible to its pure form – a white flower with seven petals, full in its curves, beautiful in its imperfections, organic in its rendering. To do this, we worked with the local artist, Alexander Lee, to ensure that the mark was in keeping with the Tahitian people and their traditions. All designs were also created in collaboration with a wide range of stakeholders to ensure that cultural authenticity was the focus of all designs.
