When people think of Singapore Airlines, the iconic air stewardess often comes to mind, a symbol of grace and quiet luxury. But the brand needed to be more than a single image. So we took what the world already loved, the unmistakable batik motif from the uniform, and reimagined it into a contemporary luxury brand language, extending it across digital, physical and experiential touchpoints.

To bring the new identity into culture, we dropped a limited-edition merchandise collection that sold out. turning a heritage motif into a modern luxury symbol people actively wanted to own.