FLY91 is a dynamic and ambitious new domestic airline in India, a country with an already competitive and
established aviation market. Unlike conventional players, FLY91’s vision is to connect the unconnected —
providing last-mile connectivity to the remotest parts of India.
As a completely new entrant in a crowded space, FLY91 needed a strong, distinctive brand identity and a
comprehensive rollout strategy that would capture attention, inspire trust, and resonate with modern travelers,
while reflecting the airline's promise of reliability, vibrance, and connectivity.
The Challenge
The challenge was as monumental as the opportunity: Launching a New Airline: The launch of a new airline in India is a rare occurrence
and comes with high stakes. FLY91 had to stand out in a competitive landscape
dominated by well-established airlines.
Defining a Unique Position: FLY91’s value proposition—connecting India's
hinterlands with short-distance flights—had to be clearly communicated and
differentiated.
Appealing to a Young and Dynamic Audience: The brand needed to reflect a spirit
of modernity, vibrance and energy, while balancing trust, safety, and stability—core
aspects of an airline's identity.
This required in-depth research:
• A competitive analysis to understand the existing market landscape.
• A study of target audiences—focusing on first time aspirational travelers.
• Identification of the airline’s unique selling points, including last-mile connectivity,
reliability and seamless travel experiences.
Our Ideation
The branding for FLY91 was inspired by its core values. Color Palette: A fresh and vibrant summer yellow paired with teal to reflect energy,
youthfulness, depth, stability and trust.
The Logo: Taking inspiration from a butterfly, symbolic of short-distance travel,
displaying freedom and movement. Butterflies are found in almost all regions,
mirroring FLY91’s vision of reaching India's unconnected corners with its ATR fleet.
The logo itself, a side view of a perching butterfly, evokes feelings of peace, safety
and reliability, further reinforcing the brand’s promise of a secure and seamless
travel experience.
Holistic Branding: The cohesive design extended across all brand elements,
ensuring that FLY91 looked and felt distinctive, vibrant and full of promise.
Beyond Branding
FLY91 has been a long-term collaboration for us. Over the years, we’ve provided
ongoing support to help the brand grow and establish its presence across various
touchpoints:
Events: End-to-end execution of launch events, trade shows and promotional
activities.
Office Branding: Designing workspaces that align with Fly91’s youthful and
energetic personality, creating an inspiring environment for teams and visitors
alike.
Social Media: Dynamic and engaging campaigns to build a strong digital presence
and connect with target audiences.
Newsletters and Brochures: Thoughtfully designed communication materials to
keep stakeholders informed and engaged.
Corporate Presentations: Comprehensive decks that effectively communicate the
Fly91 story, its vision, and achievements.
