Case Study: Southwest Airlines elevates cabin comfort and brand identity with tangerine

Southwest Airlines unveils new cabin interior in 18 months with tangerine

Southwest Airlines, a major US carrier, wanted to differentiate itself with a new cabin interior that would resonate with passengers and reflect its unique brand. The airline enlisted the design firm tangerine to create a distinctive look for its aircraft that would enhance customer comfort and stand out in the competitive domestic market.

tangerine conducted extensive research with both Southwest employees and passengers to define a creative vision. The final design, which will be introduced in 2025, brings a calming, nature-inspired aesthetic into the cabin using Southwest's brand colors. The solution, featuring details like sunlight patterns on seats and the iconic heart logo subtly integrated throughout, was developed through a collaborative process to ensure high-quality execution. tangerine's work successfully captured the soul of the Southwest brand, aligning with the airline's goal to be the most loved carrier.

Southwest Airlines