Creating a new airline brand.

Thai Smile

Thai Airways

Following a long standing relationship with THAI Airways International, the airline brought us in to create the identity for its new short haul regional offering. This project saw us design a complete brand identity including naming the airline, livery, logos, aircraft cabin interiors, graphic items, uniforms, on-board services, ground services, website and mobile apps.

Our ambition was to design a budget airline with the same level of quality and attention to detail that is inherent to the THAI Airways brand. The design is inspired by contemporary Thai culture, its people, landscapes and colours.

Working on every aspect of the brand and design identity has enabled us to create a coherent passenger experience from home to destination.


Our brief for THAI Smile was to design a new airline identity based on the keywords: friendly, fun, vibrant, speedy and trendy. We have created an individual brand that remains distinctly linked to its parent company, THAI Airways.

A vibrant colour palette applied to livery, graphics and smaller items within the cabin. A secondary, muted colour palette is applied throughout the cabin interiors, including on seats, to give a more subtle, elegant feel and create a calming passenger experience.


This [project] not only demonstrates the sheer brilliance of PriestmanGoode, but it also reinforces why the UK’s creative industries sector is one of the largest and most dynamic in the world.

Lord Marland, Chairman of the UK Business Ambassador’s Network





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