Background

PT Lion Mentari Airlines, also known as Lion Air, was the first low-cost airline operating in Indonesia. Lion Air prides itself as the largest private carrier with an extensive portfolio ranging from commercial airlines, cargo air transportation, and hospitality. Lion Air holds a reputable position among Indonesia’s competitive LCC (low-cost carrier) industry as a modern and affordable service with extensive flight routes traveling domestically and internationally across the Asia Pacific region.

With concerning issues revolving around Lion Air's aviation safety, it is time to reposition their company in light of their services and practices. A much needed brand refresh will secure Lion Air as a trusted airline in Indonesia’s low-cost airline industry.

Approach

The goal of this corporate rebranding aims to reposition Lion Air as an inexpensive airline with an approachable and trustworthy quality. The redesigned logo captures an elevated look to Lion Air's exisiting silhouette of a winged lion; ready to fly with confidence. The clean, corporate design direction extends cohesively throughout the array of collateral design; ranging from airport signages, advertising posters, and printed materials.