Air Tahiti Nui

A national carrier is the ultimate window into the heart of a people and the pride of a nation. It’s an enduring beacon in the skies. But just as nations are ever in flux, so must airline brands continue to evolve with the times.

Air Tahiti Nui was celebrating 20 years in flight as well as the arrival of a new fleet. It was a ripe opportunity to refresh the established visual identity and ensure that it remained a true crystallisation of the warmth and sheer strength of spirit of the French Polynesian people. A true ambassador of the skies. FutureBrand worked with Air Tahiti Nui to evolve the brand, placing strategic focus on harnessing the most potent aspect of the culture – Nui, a metaphor for the power and spirit, genuine kindness and vividness of experience that French Polynesian people and the Islands of Tahiti themselves provide. To ensure this authenticity, we focused on evolving the Tiare flower symbol, a species filled with rich mythology that combined romance, duty and the power of the seas.

    Sectors

  • Travel & Tourism

    Services

  • Stakeholder Engagement
  • Brand Strategy
  • Brand Identity
  • Brand Language
  • Brand Management
The airline for all French Polynesians – employees, citizens and residents

To fully channel the warmth and authenticity of The Islands of Tahiti, we commissioned local artist Alexander Lee to depict the Tiare, working with his illustrations to channel the full significance of the native flower. The result is a white flower with seven petals, full in its curves, beautiful in its imperfections and organic in its rendering. It is complemented with a wordmark that has premium cues but upon closer observation, has letterforms that curve and interlock like the Tiare petals themselves. The wordmark’s elements and the new Tiare symbol resolve themselves as a beacon that provides a fleeting glimpse of the sheer culture and hospitality that you can expect from Air Tahiti Nui and the islands’ people. An evolved brand that stays true to a millennia old culture.

The world’s most immersive travel experience

To compliment the brand, three traditional Tifaifai have been commissioned for the brand and will be applied and reproduced across a wide array of touch points. The patterns feature traditional symbols and shapes found in Tahitian cultures, crafts and nature. Each pattern has it’s own personality which reflects the different characteristics of the company from; strength and sophistication, immersive and welcoming to our free adventurous spirit.

"Working with FutureBrand was a fantastic journey. FutureBrand helped us go through every step of the project with great professionalism and dedication. The team's flexibility and understanding of our specificities was definitely a key element of our success."

Torea Colas

Marketing & Communication Director