Peach Aviation Limited unveils new logo, fleet livery

For this major renewal, the airline has appointed globally-renowned designer Oki Sato as its design partner.

Peach Aviation Limited (hereinafter: Peach), a subsidiary of Japan’s top airline ANA, has grown to become Japan’s third-largest carrier.

Based at Kansai International Airport in Osaka, western Japan, the company has carried more than 75 million passengers since 2011.

Marking its 15th anniversary, Peach is undertaking a comprehensive brand renewal.

New logo in pink, ivory, brown

The new logo features an iconic leaf symbol that embodies Peach’s signature “playfulness” and “spirit of challenge,” the company said in a statement.

A warmer shade of pink replaces the original fuchsia pink, with a combination of ivory and brown earth tones that create a balance of warmth and reliability.

The updated typography, with its relaxed spacing between letters, represents a departure from a sense of constraint and reflects the airline’s desire to offer a more comfortable and enjoyable travel experience.

Random patterns on the fuselage

The livery features bold, random patterns along the fuselage, the airliner said.

By intentionally avoiding regularity, the new design aims to heighten passenger anticipation for travel and evoke a sense of excitement, it said.

While pink remains the main color, the addition of calm beige tones signifies elegance and trustworthiness.

At the same time, the vibrant pink that has symbolized Peach since its founding is retained on the central fuselage and tail, preserving the airline’s color legacy, it noted.

Warmer, mature image

Oki Sato, chief designer at Tokyo-based design office nendo, explains that the renewal is an expression of “a warmer, slightly more mature Peach.”

Building on its long-standing image of energy and vibrancy, the new livery adds a sense of comfort that appeals to all ages and genders, along with a friendliness that is reliable yet not overly formal, he said, adding that Peach aims to create a brand image that combines sincerity with a human touch.

“As we mark our 15th anniversary, we are stepping into the next phase of our journey,” said President and CEO Kazunari Ohashi.

“While continuing to refine our on-time performance and core service quality, we will pursue Peach’s unique value and forge ahead with new challenges,” he noted.