Peach
Since its launch as Japan’s first LCC in 2011, Peach has made air travel more accessible through its affordable pricing. However, with the increase of competitors, intensified price competition, and shifting lifestyles, the market has entered an era in which “low cost” alone is no longer enough to differentiate an airline. In response, the brand was redefined around two core pillars: “basic quality,” such as safety and punctuality, and “unique value,” expressed through playfulness and warmth. The project was conceived to embody both aspects in a holistic manner.
The updated logo design builds on the existing identity, while introducing wider letter spacing and softened, rounded edges to convey a sense of friendliness and approachability. A peach “leaf” icon was added above the letter “p”, subtly introducing a playful accent. The shared rounded details of the leaf and letter terminals create a cohesive visual language, which is consistently applied across website and app interfaces, airport signage, and various icon designs.
The corporate color palette was refreshed from the former strong purple to a gentle pink inspired by the freshness of a peach. Rather than relying on a single signature color, multiple tones of pink were introduced. This approach not only adds a sense of play through color combinations, but also allows for functional differentiation: highly saturated pinks are used in airports where visibility is critical, while softer pinks are applied to cabin interiors to create a more relaxed atmosphere. Ivory and brown tones are layered throughout to further establish a sense of trust and refinement.
A motif composed of clustered circles in varying colors and sizes—used across aircraft liveries and brand visuals—symbolizes warmth that gently envelops passengers, while their seemingly random arrangement evokes the excitement of travel. By gradually applying these design elements—leaf details, multiple shades of pink, and clustered circles—across touchpoints ranging from check-in counters and cabin interiors to uniforms and merchandise, the project aims to build a cohesive and immersive brand world.
