Research by Landor showed that Russian people are ‘sensitive about safety and service quality, particularly in low-cost segments’.
The consultancy says, ‘To encourage Russians to embrace the low-cost revolution’ the Dobrolet brand has been positioned as ‘a trustworthy airline’ which offers ‘a friendly service at an affordable price’.
The ellipses icon following the word mark signifies openness and minimalism ‘without feeling inexpensive’, according to Landor, which says, ‘Like the circular symbols in its identity, the Dobrolet experience is designed to be refined and approachable without compromising on quality.’
The look and feel has also been positioned as an antithesis to the ‘busy and bright’ designs of budget carriers in the West.
Staff uniforms, on-board equipment, souvenirs, advertising, environmental design, and directional signage have all fallen under Landor’s brief.
The consultancy also rebranded Aeroflot’s Russian regional carrier Aurora in 2013.
By the end of 2018 Aeroflot expects that Dobrolet will serve ten million people annually across 40 cities.