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Return a once regional airline back to the people of Fiji. We were tasked with creating a symbol that would stand out at some of the world’s busiest international airports, a symbol that would allow us to become the very best flying ambassador that Fiji could ever have. The name change and new livery design has been incredibly well received locally in symbolizing a return of the airline to the country, so that wherever the plane travels, it is a flying billboard for Fiji.
As a national symbol, Fiji Airways has to represent the very best of Fiji’s traditions and culture. Partnering with renowned Fijian Masi Artist, Makereta Matemosi and the Air Pacific team, we created a uniquely Fijian identity that truly celebrated a proud nation and its people. Makereta Matemosi crafted a traditional Masi for the airline, an ancient art form that embodies the traditions and spirit of Fiji.
The centre of the Masi features the Teteva, a graphic symbol that incorporates meaning relative to Fiji and Fiji Airways. The innermost part of the Teteva, the diamond, represents the love Fijians have for Fiji.
This Masi was celebrated in the airline’s new identity and translated into its livery design as well as providing motifs that are embedded in the airline’s aircraft details.
The refreshed Fiji Airways brand was extremely well received by employees and customers alike, winning Brand New’s 'Global Rebrand of the Year' in 2014. Since then Fiji Airways has continued to flourish, expanding it's long-haul fleet resulting in significant growth across their network - it now flies to more places, more often and most importantly, the brand has connected with more people.
It was clear, beyond representing Fiji on the global stage, that our return to Fiji Airways needed to deliver long-term benefits for the destination, the airline, and the region—delivering a truly authentic identity, one that showed the depth of culture and natural diversity that Fiji and its 333 islands offers. Working with Makereta and FutureBrand ensured we were able to retain the integrity, beauty, and meaning of one of Fiji’s richest art forms and apply this successfully in a visual identity. Beyond lifting our profile, our identity system also serves to protect and nourish the art form for future generations.
Senior Marketing Manger of Air Pacific