Peach refreshes new identity to celebrate 15th anniversary

In celebration of its 15th anniversary, Peach Aviation has refreshed its identity with a new logo and aircraft design, aiming for further growth and the provision of new value to customers. The world-renowned design office, nendo, has been appointed as the design partner for this renewal.

This brand renewal is more than a simple design update. While staying true to its core value of "casual travel," it represents Peach’s commitment to reaching the next level by further improving its essential quality. 

The new logo inherits the spirit that Peach has held dear over the past 15 years since its founding. Based on the existing design using circles and straight lines, it has evolved into a friendlier, gentler impression with the addition of roundness to the corners.

By adding more space between the letters, this logo achieves a calm appearance. In addition, it uses a gentle, calm colour tone to express a sense of security and trust, and the leaf icon, the symbol of the new logo, represents Peach's unique playfulness and spirit of challenge. This new logo will be rolled out starting on 1 April on everything from airport signage to the official website and app, while the aircraft featuring the new design are expected to enter service in Spring 2027.

In terms of the aircraft design, Peach aims to express the excitement of travel by arranging a random pattern of overlapping circles. The various circles in different colours and sizes create visual fun and embody the brand's stance of warmly embracing its customers. For the colour, it added a sense of high quality amid the vividness by layering beige over a fresh pink. Furthermore, the bright pink that has been popular as the Peach colour remains in the center of the cabin and on the tail.

The rebrand aims to create an experience where a sense of security and trust coexists with subtle playfulness and fun. By layering details including negative space, shapes, and organisation of information, Peach designed an appearance that feels "proper but informal," and by carefully balancing seemingly contradictory elements such as seriousness and playfulness, as well as reliability and lightness, the airline aims to be a brand that anyone, regardless of age or travel experience, would naturally choose.

With this renewal, Peach has evolved into a "slightly more grown-up" version of itself, retaining its lightness while adding a greater sense of calm and quality. In addition, the circle motif and leaf icon incorporate a sense of anticipation and playfulness for the extraordinary experience that is travel, and they will be deployed everywhere from in the airport to the cabin and on digital platforms.

The corporate colours are based on a pink reminiscent of a fresh peach, layered with ivory and brown, creating an outlook that combines gentleness with a sense of trust and quality. By providing warm and comfortable service, the brand will continue to evolve as a reliable airline that stays true to its promises to its customers.

Kazunari Ohashi, representative director and CEO, Peach, said, "Since its founding, Peach has envisioned the concept of a 'flying train', aiming to create a world where anyone can easily travel by air. Thanks to you, our cumulative number of passengers has exceeded 75 million, and we have grown to become Japan’s third-largest airline."

"As we celebrate our 15th anniversary, we are moving on to our next phase. In this brand renewal, we are very honoured to be able to create a new Peach together with Oki Sato, who continues to surprise the world. We will begin gradually rolling out our renewed branding starting on 1 April. While refining our on-time performance and fundamental quality, we will continue to pursue Peach's unique value and take on new challenges. Please look forward to the newly reborn Peach.

Most recently, to express its gratitude to all consumers and stakeholders, Peach rolled out a flash ticket sale from 4 to 8 March. This sale applied to all routes - 15 international routes and 25 domestic routes - serviced by Peach.

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