Creating The Wataniya Airways Brand
For the brand creation of Kuwait’s new premium airline, Wataniya Airways partnered with one of Europe’s leading brand consultancies, the Peter Schmidt Group.
The key to creating the brand creation was to reflect the unique and unequalled premium service proposition of Wataniya Airways while bringing together key elements of the Kuwaiti heritage and culture with modern and internationally appealing ingredients.
This distinct combination is shown on the aircraft livery, which uses a striking and internationally differentiating colour palette and design. Purple is an historical representation of royalty and virtue, and in today’s era is a provocative international representation of passion, evolution and leadership. It is a strong colour combination which is bold and highly recognizable and is crucial for achieving a leading brand visual identity for a start-up company like Wataniya Airways.
This sophisticated colour selection is then complimented by the use of the symbolic Kuwait Towers on the tail of the aircraft and a subtle, yet confident typography. This visual identity creates an original and welcoming appeal that embodies the strong national pride as well as international aspirations of the Kuwaiti spirit.
Friederike Biegel, Director of Strategy with Peter Schmidt Group, explains: “Our goal for Wataniya Airways was not simply to create a brand which would differentiate itself from the Middle East aviation market. To properly reflect Wataniya Airways superiority, we strived to create a brand identity that would stand out when placed alongside globally-leading brand names.”
