Build a ‘boutique’ offer and avoid creating parity with the big (premium) airlines.

• Create relevance to a local Muslim ethos, while also engaging Western and Chinese cultures.

• Stand apart as a mid-sized airline from a little known country.

The new brand turns RB’s weaknesses into advantages, using its smallness to create a ‘boutique’ offering that leverages the strengths of the Bruneian people and culture. The new logo builds on existing equities of the color, shape and the nation’s coat of arms. The yellow sash is a sharp and simple device that connects all communications and collaterals, while giving the brand space to be playful with messaging. The result is a new understated SMALL–BUT–STYLISH feel – approachable, genuine and chic.

The new brand has been well received both locally in Brunei, as well as across their 13 markets, getting great traction and activity on social media sites.