The brand was suffering from a deteriorating reputation and sales after the jet explosion in March of 2017. Moreover, the identity lacked of direction and looked similar to any other of the low price competitors. The brief was to provide a new, consistent identity that reflects its friendliness and warmth to the community.
CRAFTING THE IDENTITY
Different directions were analyzed and explored based on relevant features of Peru. The final mark is inspired by the country's national bird, the condor, which echoes the idea of us as a traveler, flying above and beyond in comfort. Moreover, the form of the mark extracts clean, contemporary and graphic elements from the iconic patterns that can be found in the architecture, textiles and ceramics of the country. The new mark needed to feel both modern and friendly, while still preserving a corporate identity.
The Peruvian typography is meant to enhance the clean, friendly and reliable edge that the airline wanted to convey.
Moreover, the chosen typeface "Aller" has a dual nature, as it is not only geometric but also friendly with its curves.
FLYING ABOVE AND BEYOND
Peruvian provides travelers the highest quality service, offers the best prices in the market, and does not charge penalties to change dates. After the accident in 2017, it was important that Peruvian was recognized as being strict in punctuality and safety.
To help push this idea, we developed a messaging platform “flying above and beyond”, to inspire and bring comfort to the passengers. To emphasize it, we focused on top-view imagery with a limitless horizon that not only reflects the idea of a flying condor, but also shows the beauty of places found in Peru. The tail of the condor can be seen in places such as advertisements, billboards, in-flight magazines and the airline's website. It is meant to work as a device that not only emphasizes important information but also guides the viewer to other components.