Current Ryanair objective is to operate the largest amount of routes with the lowest fare compare to any European airline without compromising low-cost carrier business model including quality of service. Even though being optimistic and sure about themselves, Ryanair has been named as one of the worst brands in the world by customers...
The lack of honesty and indifference to their customers brought a number of issues to every aspect of their brand and put them in a high risk of loosing its position on the market.
We came up with new Ryanair brand values and presented the new re-brand concept according to them.
Concept behind the colors
We created several palettes of sunrises and sunsets in different European countries, subtracted the most common shades of the skies and joined them together in one clean gradient of the sky during the different time of the day.
The sign and patterns were created from the initial idea of association with airflows, airplane marks in the air,
and waving flags in the wind.
After some research, we came up with the idea to use b&w photos across all advertisements. Black and white photography usually brings more emotions to its content. Moreover, it will visually separate Ryanair from other
low-cost airline brands.