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Royal Brunei Airlines 2014 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Negara Brunei Darussalam
Industry/Sector/Keywords: Airlines, Transportation, Airports, Aviation, Travel and Tourism
Below: Before and After Images in Slide Show, Summary, Credits

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Royal Brunei Airlines -


Industry Setting
Royal Brunei Airlines (RB), a small national carrier, was being squeezed in an overcrowded sector from local low cost and premium carriers. With the imminent arrival of a new world-class fleet of 787 Dreamliners, the time was right to refresh its brand.

• The key challenge was to build a ‘boutique’ offer and avoid creating parity with the big (premium) airlines.
• As with all flag-carriers, the nation’s brand is a strong part of the airlines identity. However, many people in key markets didn’t know where this small Southeast Asian sovereign state was, and had little sense of its people and its culture.
• We needed to create an expression that would be relevant to a local Islamic ethos, while also engaging with Western and Chinese cultures.
How do you stand out when you are a mid-sized airline with a modest route map and from a country that many people don’t know where it is?

The new brand turns RB’s weaknesses into advantages, using its nations smallness and limited route map to create a unique ‘boutique’ offering, leveraging on the strengths of its people and the unique culture of the country.

The new logo builds on existing color, shape equities and the nation’s coat of arms. The yellow sash is a sharp and simple device that connects all communications and collaterals, and gives the brand space to be playful with messaging. The result is a new understated SMALL–BUT–STYLISH feel – approachable, genuine and chic.

The new brand has been well received both locally in Brunei, as well as across many of its outstations, getting great traction and activity on social media sites.


Client: Royal Brunei Airlines -

Brand Strategists/Designers: Interbrand -

Creative Director: Marcel Wijnen
Design Director: Matt Anderson
Designer: Lee Boon Tan
Designer: Henrique Agular
Designer: Charlene Koh
Design Implementer: Linda Tan
Senior Consultant (writer): Michael Mitchell
Senior Client Manager: Christina Chen Cohen
Strategy Director: Anne Donohoe
Consultant: Mamta Gupta


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