The intent of this project is to hypothetically rebrand the newly established Italian airline, Aeroitalia. The airline commenced flight operations in 2022, starting with a small fleet primarily consisting of Boeing 737s, connecting major Italian cities and a few foreign destinations. It has entered a rather tumultuous market within Italian aviation, where Ita Airways (the national carrier) and low-cost airlines currently dominate. Aeroitalia, therefore, stands as a newcomer in a challenging industry and needs to embody a strong and reassuring company image. To achieve this, the airline requires a distinct visual identity that sets it apart from a national carrier like Ita Airways, adopting a more 'business' persona and less reliance on national colors. Instead, leveraging a more generic color such as blue, reminiscent of the sky and sea, would help in establishing its unique identity.