Swiss International Air Lines (SWISS) has launched a new brand identity with a new 'Made of Switzerland' claim and a new 'The little big differences' creative concept. The new brand identity puts a stronger focus on customer wishes and needs, on SWISSness and on a more emotional visual language.
This marks a further step in SWISS’s 'Next-Generation Airline of Switzerland' strategy. The new identity, which was launched with an extensive Switzerland-wide advertising campaign last month, features a new design concept which, among other things, focuses on SWISS guests on their travels, and an appealing TV ad that highlights typically Swiss characteristics in a warm and charming way.
The new 'Made of Switzerland' claim covers the main features of the SWISS brand: SWISSness, emotionality and a strong customer focus. The new creative concept of 'The little big differences', meanwhile, embraces the many small things that help Switzerland – and thus SWISS – stand out, such as ensuring that customers feel at home throughout their air travel experience, from the welcome aboard to the varied regional cuisine and the popular SWISS chocolates.
'With our new brand identity we’re putting the spotlight not only on our typical SWISSness, but also – and above all – on our customers and their wishes and needs,' says SWISS head of marketing Bernhard Christen. 'And in doing so, we aim to appeal to our customers even more directly and emotionally than we have in the past.'