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Kenya Airways
Kenya Airways is Africa’s leading airline and the first on the continent to be privatised; by 2005 it was serving 25 cities on three different continents. However, its on-board brand experience had not evolved in line with their growth, and was failing to truly capture the spirit and quality of the service.
We were tasked with creating a concept for a revitalised passenger experience, including cabin interiors, staff uniforms and all on-board communications and packaging.
Inspired by Kenya’s rich cultural and natural heritage, and based on the idea of ‘authenticity’, we developed the existing identity to create a richer more engaging customer journey.
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The pride of Africa
Building on the equity already established in the existing logo and livery, we defined a clear and distinctive direction for the entire customer experience, focusing on ‘mind, body and soul’ — appropriate for an airline from such a cultural and historically rich country.
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An authentic food offer
We developed a strategy to use African produce and ingredients to reinforce and extend the Kenyan experience to a wider audience. The quality of catering offer, in both first and second class, was reflected in the sophisticated menus and packaging.
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Feeling comfortable
Based on the idea of health and well-being, we designed a new amenity kit complete with elegant packaging for high quality African products, which reflected the unique culture of the country and the airline.
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Time well spent
The in-flight magazine encapsulated the core brand proposition of ‘mind, body and soul’ whilst promoting contemporary African culture.
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Online offer
The website is often the first contact a passenger has with the airline, making the online experience just as important as the on-board experience.
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A captive audience
Within the restricted space of an aircraft, the environment and the items around passengers become very important. We designed a contemporary on-board experience, using tactile materials to emphasise the natural heritage of Kenya, whilst stylish uniforms empowered employees, and helped communicated to passengers the pride within Kenya Airways.
