Humo Air
ASGARD Agency developed the brand strategy, visual identity and aircraft livery for the newly established Humo Air.
Situation
In 2020, the President of the Republic of Uzbekistan Shavkat Mirziyoyev, in order to strengthen the country's position in tourism attractiveness, instructed the government to create a new airline Humo air, which was focused on the low-fare segment of air travel. We were pleased that ASGARD Branding was selected as brand consultant and partner in a closed tender.
The new airline was created as an alternative to the national carrier Uzbekistan airways and was to operate on both domestic and international routes. The target core of the brand is the youth audience. With this in mind, we had the task of presenting the new brand as more emotional and friendly, capable of adapting to the specifics of the digital environment, among other things.
Key message
Ease of movement, new acquaintances and discoveries, happiness of socialising – this is the emotional range at the heart of the brand strategy. We needed to develop an identity that would match the vision of a high-quality, modern, high-tech and low-cost airline in Central Asia.
We focused on the main symbol. It is a stylised image of the legendary bird of happiness — Humo. Its dynamic silhouette formed the basis of the aircraft livery. The laconic typeface and original colour palette of the brand create a bright image of the new company, making it stand out among competitors in the Central Asian region.
Identity & traditions
As an additional unique element of the identity, we have specially developed a pattern, which we called AIRBORN GIRIKH. This modern interpretation of an ancient ornament is a tribute to the traditions of this one of a kind country.
Towards the goal
The proposed motto Wings of Wonder translates perfectly into an understandable short delight – WOW! This is exactly the impression we expect from passengers.
Our collaboration resulted in the creation of an effective toolkit to bring to market a new carrier capable of quickly gaining customer loyalty, with the ultimate goal of strengthening Uzbekistan's position in tourism attractiveness.
See more of our projects: asgard-design.com
