Formosa is a sub-brand of China Airlines offering comparable experiences of its parent company at value pricing.
I wanted to develop an identity system that can fluidly exists in the China Airlines’ family, but distinct enough to have its present as a sub-brand and is able to connect to its target market.
Formosa is a sub-brand of China Airlines with a high emphasis on offering the most value for its customers. The Formosa class carries the service model of China Airlines while providing affordable flights. We strive to be an airline service that continues to invest in the latest aviation technology toward promoting eco-friendly operation in the industry.
Customers of the Formosa class are tech-savvy individuals who want to get the best out of their travel experience. They are at a stable period of their working career where they have enough earnings to start dipping into a taste of flying premium class. The Formosa class targets customers who value comfort and a memorable flying experience.
The Formosa class is designed to tailor-fit the needs and wants of the modern day travelers. We are forward-thinking to cater our services to match customers’ lifestyle from a cultural aspect and in an eco-friendly approach. We are energetic and active-minded to pursue the continued development of transforming the future of flying experience.
Since this is a sub-brand of China Airlines, I wanted to ensure that there is a connection between the logos. Upon researching China Airlines I found the logo is the national flower of Taiwan. I proceeded to research for national symbols of the country, and settled on the butterfly for its connection with flower. To take it a step further, I also combined elements of China Airlines’ logo in Formosa’s logo. The butterfly logo is abstracted for a modernized look to identify with the new generation of travelers.
Patterns designed utilizing the brand identity of the butterfly, the parent company’s flower, and Taiwan’s mountainous geography.
Boarding passes are designed vertically for a unique and modern style matching the brand’s core values.
Check out Formosa’s eye-catching signage and check-in counters on your next trip to the airport. You’ll not miss the brand’s energetic colors with its signature butterfly patterns.