Long-haul brand lift


The brief

To mark their move into long-haul flights to the US, the Brazilian low-cost airline Azul asked tangerine to design a new look for its cabins, including for the first time business class seats. With the fundamentals of the aircraft largely fixed, for a fleet consisting of a combination of Airbus A330-200s to be retro-fitted and new A350s, the challenge was to improve customer experience in a way that enhanced the brand while delivering tangible value to the airline.

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Key insights

tangerine wanted to find a tone and look for the cabin interiors that chimed with the brand’s Brazilian character, and with a sense of sophistication and style. Azul is a low-cost airline, but its look needed to be rich and evocative, stressing ‘value’ but never ‘cheap’. The colours, finishes and materials needed to retain integrity across three classes: economy, premium economy, and business. The design also had to work in the new aircraft to be introduced and because of the restrictions being imposed by seat manufacturers, needed to be very clever about introducing small change for maximum benefit.

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The solution

The design team identified cunning customisation of the standard Stelia Solstys seat that will give business travellers a much-improved experience. Working with the seat manufacturer, tangerine identified ways to enhance the look, the feel and the functionality of the interior. The seat storage area was redesigned and an elegant leather-covered panel introduced, embossed with the Azul logo. The colour scheme uses blues in a warm and engaging way, emphasising the brand. In economy class, tangerine echoed the refined qualities of the other cabins through the cabin detailing. tangerine ensured that the design language and cabin specification for the A330-200’s would be transferable onto Azul’s new A350 fleet across all cabins.

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The design story

tangerine design new look for Azul's A330-200 service

The client says:

“We knew of tangerine from some of the outstanding airline interiors work they had done before,” says Azul’s former Director of Communications, Brand & Product, Gianfranco Beting, “and the fact they had a local office in Brazil made the choice all the more obvious.”

“They were a great team to work with, keeping track of all aspects of the project and with very deep knowledge of the business. We are convinced that with these interiors designed by tangerine, coupled with Azul’s focus on exceptional customer service, our passengers’ experience will be second to none.”

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