Transavia — Flying the low-budget airline, it’s a pleasure!
Services Interactive & Web, Print, Motion, Visual Identity, Strategy
The rebranding of Transavia was prompted by Air France–KLM’s decision to strengthen its
position in the low-cost market. The plan: transform Transavia from a charter airline aimed
at holidaymakers, to a quality budget airline catering for a wider audience, including
business travellers. The re-branding was an integrated process combining company
strategy, e-commerce and brand design. With leading digital agency Mirabeau,
Transavia began to work on a new e-commerce platform to increase ancillary sales,
improve the conversion of flights and reduce operational costs. Having identified the
need to redefine Transavia’s positioning and visual identity (in accordance with
Mirabeau’s e-commerce strategy and concept) Studio Dumbar was invited to join the
Air France–KLM’s ambitions for Transavia required a fundamental change, renewing
everything from positioning and e-commerce, to the customer journey and visual identity.
Studio Dumbar defined the positioning. The leading principle, it’s a pleasure, served as the
central thought across an expansive rebranding program: a compass ensuring consistency
across different projects. Transavia’s competitive edge lies in their ability to offer low budget
pricing and a pleasant, welcoming customer journey. It’s a pleasure expresses the idea of
‘low fare with care’.
The identity is very easy to work with – there are no complicated guidelines. Playful,
accessible and flexible, the design is built around a system of graphic tiles (in various
shapes and sizes), which contain words, icons, prices and other information. The tiles
were combined with four colours and hundreds of custom-designed icons that are easily
applied to all touchpoints – from websites, mobile phone screens and packets of sugar for
your in-flight coffee, to billboards and airplanes. The results are always Transavia. A special
feature is the application of icons to the underbellies of their planes, with a different
combination of icons for each plane in the fleet. Another symbolic livery feature appears
next to the cabin door, where the word ‘Welcome’ is written in all the languages of the
countries served by Transavia.
In a short period of time, Transavia achieved a new and more visible position in the airline
market. Regarded as over-optimistic, their business targets for 2019 (announced by their
CEO at the launch of the new brand) had already been achieved before the end of 2017.
For two decades, Transavia has been the driving force behind the Peter Pan Foundation
(PPF) – a charitable ‘holiday club’ offering rest and respite for children with serious
illnesses. To celebrate this special partnership, Transavia dedicated one of their planes to
the PPF and invited Studio Dumbar to create a special one-off livery design. Playful, fun and
emblazoned with colourful icons (including the green Peter Pan symbol), the plane was
launched with an emotional event, bringing together friends and former ‘holiday club’
travellers; demonstrating the bond between PPF and Transavia.