Landor Associates has been appointed by Air Mauritius to overhaul the branding and identity of the entire airline.
The consultancy won the brief following an initial five-way pitch that was reduced to a shortlist, which is understood to have contained just Landor and FutureBrand.
According to creative director Peter Knapp, Landor will now make recommendations on the most effective use of the airline’s existing assets. ‘The thrust is how to make Air Mauritius come alive through its brand,’ he says.
‘It’s a bit like attempting to brand paradise, so we have to find what is unique about this particular paradise.’ Knapp says that the first step is to conduct an audit that will help determine a strategy for the rebranding project. The visual identity, livery, cabin interiors, uniforms and printed communications will all be assessed in the audit. This process typically takes six to eight weeks, according to Knapp.
‘From these elements, we will ask what is the best way to proceed,’ he says. ‘Airlines are very complex organisations, with a broad range of communications with their customers.’
Knapp hopes that the association with Air Mauritius will run for around two years. ‘There are a number of areas to look at and these will take different amounts of time to complete,’ he explains.
As the national carrier, Air Mauritius flies more than one million passengers a year to around 30 destinations across Europe, Africa and Asia.