{"id":269570,"date":"2025-06-03T00:58:52","date_gmt":"2025-06-03T00:58:52","guid":{"rendered":"https:\/\/peraltafinancing.com\/airline\/brussels-airlines-unveils-thoughtful-brand-evolution-strategy\/"},"modified":"2025-06-03T00:58:52","modified_gmt":"2025-06-03T00:58:52","slug":"brussels-airlines-unveils-thoughtful-brand-evolution-strategy","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=269570","title":{"rendered":"Brussels Airlines Unveils Thoughtful Brand Evolution Strategy"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><a href=\"https:\/\/www.brusselsairlines.com\/\">Brussels Airlines<\/a> is a brand that\u2019s needed to get its dots in order. The airline has been going through a bit of an identity crisis which now seems to finally have settled into it\u2019s smart retro-inspired shoes. Taking the recent \u2018dots\u2019 livery which seemed somewhat unrooted in its heritage or national image, the airline has finally given the livery and graphic treatment a real purpose.<\/p>\n<figure class=\"wp-block-jetpack-videopress jetpack-videopress-player alignwide\" style=\"\">\n<\/figure>\n<p>In short the airline is not changing its logo, but it\u2019s evolving almost everything else. In a move that sidesteps traditional rebranding efforts, the Belgian flag carrier has partnered with Antwerp-based creative studio WeWantMore to usher in a new era for the airline. This transformation trades corporate austerity for character and visual noise for subtle sophistication. The result is a brand evolution that focuses on emotion over aesthetics, reflecting what Brussels Airlines calls its \u201cboutique hotel in the sky\u201d ethos.<\/p>\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-passport-closeup.jpg\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"44986\" data-permalink=\"https:\/\/thedesignair.net\/2025\/06\/01\/brussels-airlines-redefines-its-identity-with-boutique-inspired-brand-refresh\/wewantmore_brussel-airlines-passport-closeup\/\" data-orig-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-passport-closeup.jpg\" data-orig-size=\"2560,1792\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"WeWantMore_Brussel Airlines passport closeup\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-passport-closeup.jpg?w=300\" data-large-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-passport-closeup.jpg?w=900\" width=\"900\" height=\"630\" src=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-passport-closeup.jpg?w=900\" alt=\"An airline boarding pass displayed on a smartphone next to a burgundy passport, nestled in a dark blue fabric pocket.\" class=\"wp-image-44986\"\/><\/a><\/figure>\n<h3 class=\"wp-block-heading\"><strong>A New Chapter in Belgian Hospitality<\/strong><\/h3>\n<p>Following the pandemic, Brussels Airlines unveiled a visual update in 2021 aimed at streamlining its image \u2013 in short, we weren\u2019t sold. It was a huge departure from the existing brand, easily replicable and had no purpose. It felt overly generic, but not particularly memorable. What was missing was the warm, personalised charm that Belgium does so well. That\u2019s where WeWantMore stepped in, tasked with elevating the brand from surface-level visuals to an all-encompassing experience.<\/p>\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-airport.png\"><img decoding=\"async\" data-attachment-id=\"44987\" data-permalink=\"https:\/\/thedesignair.net\/2025\/06\/01\/brussels-airlines-redefines-its-identity-with-boutique-inspired-brand-refresh\/wewantmore_brussel-airlines-airport\/\" data-orig-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-airport.png\" data-orig-size=\"2560,1440\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"WeWantMore_Brussel Airlines airport\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-airport.png?w=300\" data-large-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-airport.png?w=900\" loading=\"lazy\" width=\"900\" height=\"506\" src=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-airport.png?w=900\" alt=\"Two digital advertising displays in an airport setting promoting Brussels Airlines. The left display features the slogan 'Wake up in the city that never sleeps,' while the right display advertises flights to New York, showcasing a traveler in a red coat with a suitcase.\" class=\"wp-image-44987\"\/><\/a><\/figure>\n<p>Rather than overhaul the brand completely, the team retained its core elements \u2014 the logo, colour palette, and name \u2014 and focused on adding depth, texture, and emotional resonance. The new identity is centred around the guiding principle: \u201cSmall details. A world of difference.\u201d This idea flows through every brand interaction, anchored by the brand essence: \u201cYou\u2019re in good company.\u201d<\/p>\n<figure class=\"wp-block-jetpack-videopress jetpack-videopress-player alignfull\" style=\"\">\n<\/figure>\n<p>One of the most subtle yet transformative shifts is the reimagining of the airline\u2019s signature dot motif. Previously part of its polkadot logo, the dot now serves as a flexible visual device. It gently draws attention to considered touch-points across the journey, from inflight menus and crew communication to environmental design in lounges. This is a smart interpretation of what is basically one of the most fundamental of shapes. <\/p>\n<figure class=\"wp-block-jetpack-videopress jetpack-videopress-player\" style=\"\">\n<\/figure>\n<p>A custom typeface, Cirrus Sans, adds further distinction. Inspired by the golden age of aviation, the font brings a nostalgic modernity that pairs well with a newly refined colour palette. Together, these elements form a complete visual language that works across every touchpoint, from advertising and digital platforms to physical spaces onboard and on the ground.<\/p>\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-magazine-1.png\"><img decoding=\"async\" data-attachment-id=\"44995\" data-permalink=\"https:\/\/thedesignair.net\/2025\/06\/01\/brussels-airlines-redefines-its-identity-with-boutique-inspired-brand-refresh\/wewantmore_brussel-airlines-magazine-2\/\" data-orig-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-magazine-1.png\" data-orig-size=\"4752,3056\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"WeWantMore_Brussel Airlines magazine\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-magazine-1.png?w=300\" data-large-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-magazine-1.png?w=900\" loading=\"lazy\" width=\"900\" height=\"578\" src=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-magazine-1.png?w=900\" alt=\"A close-up of a person's hand holding an open magazine featuring a 'Welcome to Brussels' headline and an image of the Atomium, inside an airplane.\" class=\"wp-image-44995\"\/><\/a><\/figure>\n<h3 class=\"wp-block-heading\"><strong>More Than Just Surface Design<\/strong><\/h3>\n<p>Where this rebrand truly succeeds is in its approach to identity as a living system. This isn\u2019t a visual layer applied for consistency\u2019s sake. It\u2019s a cohesive ethos that runs through every interaction. Whether in employer branding, campaign materials, onboard communication, or even the airline\u2019s television content, the tone and visuals are now unmistakably aligned. The brand feels premium in an understated, human way. Less showy, more considered. I personally love the fact the brand language is even extended to the animation metric, with speed and tone of motion carefully considered. <\/p>\n<figure class=\"wp-block-jetpack-videopress jetpack-videopress-player\" style=\"\">\n<\/figure>\n<p>Brussels Airlines\u2019 Head of Product and Brand Marketing, Michel Moriaux, explains, \u201cThis brand refresh isn\u2019t just a cosmetic layer in advertising, but a truly premium identity that comes to life from cabin to lounge. We finally have a brand that resonates down to the smallest details and perfectly reflects who we are: human, welcoming, and Belgian with a playful twist.\u201d<\/p>\n<p>That spirit is also captured by WeWantMore\u2019s Creative Director, Sebastien Greffe, who adds, \u201cWe couldn\u2019t change the logo or the colours. But a brand is more than that. You don\u2019t start with form \u2014 you start with an idea. We built a visual language, a system, a feeling. This isn\u2019t a new outfit. It\u2019s a living identity.\u201d<\/p>\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-cards.png\"><img decoding=\"async\" data-attachment-id=\"44990\" data-permalink=\"https:\/\/thedesignair.net\/2025\/06\/01\/brussels-airlines-redefines-its-identity-with-boutique-inspired-brand-refresh\/wewantmore_brussel-airlines-cards\/\" data-orig-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-cards.png\" data-orig-size=\"2560,1440\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"WeWantMore_Brussel Airlines cards\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-cards.png?w=300\" data-large-file=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-cards.png?w=900\" loading=\"lazy\" width=\"900\" height=\"506\" src=\"https:\/\/thedesignair.net\/wp-content\/uploads\/2025\/06\/wewantmore_brussel-airlines-cards.png?w=900\" alt=\"Three Brussels Airlines co-branded payment cards displayed on a black background, featuring different colors: blue, maroon, and cream, each with a circular design element.\" class=\"wp-image-44990\"\/><\/a><\/figure>\n<p>As Europe\u2019s airline landscape becomes increasingly homogenous, Brussels Airlines is carving out a more personal niche and it couldn\u2019t come at a better time. This is not about being louder or flashier. Instead, the airline is speaking with quiet confidence and a distinctly Belgian accent. The design feels considered, crafted, and human. Less like a global airline, and more like a boutique retreat in the clouds.<\/p>\n<p>This isn\u2019t about branding, it\u2019s about brand expression and this is a very strong example of visual storytelling. Explore the full case study at <a href=\"https:\/\/wewantmore.studio\/work\/brussels-airlines\">wewantmore.studio<\/a><\/p>\n<p><em>As I do every year,\u00a0<a href=\"https:\/\/www.paypal.com\/donate\/?cmd=_s-xclick&amp;hosted_button_id=PPBCVE3SFA5N2\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>I ask on your kind support to keep things going<\/strong><\/a>. If you are able to donate \u2013 whatever amount \u2013 it all gets funnelled back in to the site, to keep the site full of content. And I thank you personally for your kind support<\/em>. <\/p>\n<p>\t\t\t<!-- .entry-footer --><\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Brussels Airlines is a brand that\u2019s needed to get its dots in order. The airline has been going through a bit of an identity crisis which now seems to finally have settled into it\u2019s smart retro-inspired shoes. Taking the recent \u2018dots\u2019 livery which seemed somewhat unrooted in its heritage or national image, the airline has [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":269571,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12028],"tags":[12593,374,55222,7471,11636,29341,12884],"dealstore":[],"offerexpiration":[],"class_list":["post-269570","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-airline","tag-airlines","tag-brand","tag-brussels","tag-evolution","tag-strategy","tag-thoughtful","tag-unveils"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brussels Airlines Unveils Thoughtful Brand Evolution Strategy - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=269570\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brussels Airlines Unveils Thoughtful Brand Evolution Strategy - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Brussels Airlines is a brand that\u2019s needed to get its dots in order. 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