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Gulf Air
Refreshing every aspect of the Gulf Air offering with a project that brought together strategy, brand identity and interior design.
Client
Gulf Air
Category
Aviation
  • Project launched in 2009
From logo to lounge

In 2008 Gulf Air invited JPA Design to revisit the Bahrain-based airline’s brand assets across the board. After highest-level consultations, JPA was appointed in an advisory, creative and realisation role. The strategic and design refresh that resulted ultimately played out not only through lounges and cabin designs but also crew uniforms, a complete revision of the brand identity, and a bespoke Gulf Air brand book.

Deep understanding of the country, airlines and its passengers

One of the region’s longest-standing carriers, Gulf worked with JPA to cement its position in the market by spotlighting its particular regional strengths, thereby side-stepping competitors. JPA conducted a rigorous brand audit involving focus groups and surveys of frequent fliers in a process aimed at carefully establishing detailed passenger opinion and local nuances. At the same time, JPA designers immersed themselves in Bahrain itself to develop a deep understanding of this proud country and its people, its culture and traditions.

The result was a successful positioning for the airline with an updated take on Gulf Air’s popular brand identity that blended the aspirational with a uniquely Bahraini design language rich in local detail in almost every graphic element.

Falcon Gold Lounge. Bringing Bahrain to Heathrow

As a key part of the overall brand refresh, JPA designed an all-new premium lounge for Gulf Air at London’s Heathrow. At 600 square metres, the result is both intimate and airy, and gives passengers panoramic views across the airport. With a contemporary, international atmosphere but equally influenced by strands of Arabic culture, and Bahrain’s own history, the Falcon Gold Lounge melds modern and global with artisan and local, traditional Bahrain dwellings, pearl-fishing, and local architecture all informing a unique and special space.

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