Case Study: Gulf Air achieves a total brand transformation with Tangerine

Gulf Air elevates business class with Tangerine’s B787 cabin redesign

Gulf Air, the original Middle Eastern carrier, sought to restore its market position by transforming its brand identity and elevating its onboard customer experience. The airline engaged the design firm Tangerine, along with brand consultants Saffron, for services including visual identity, cabin design, and product innovation to address this challenge.

Tangerine implemented a comprehensive solution, creating a new "smart with heart" brand concept that informed everything from the livery to the cabin interiors. The design for the Business Class cabin on the B787 aircraft featured raised privacy panels with a 3D sculpted surface inspired by Bahraini architecture, creating more intimate zones and a significantly enhanced passenger experience. The vendor's work successfully expressed the new Gulf Air brand identity and raised the quality of the onboard experience.

Gulf Air