Repositioning SAS from Businessman’s Airline, to a customer offer that is more relevant to a mixed business/leisure customer.



New target group: the travel class. New self image; an air travel company, instead of an airline. Reinventing the brand identity as originating from Scandinavian core values like informal, contemporary and simplistic.


It’s Scandinavian again. Bold and simplistic with a clear Scandinavian heritage; contemporary design expression through use of materials and colour palette, functional craftsmanship with a keen sense for detail and an informal tone of voice.



A new design of service concepts has helped SAS gain competitive advantages through improved brand impact, brand image and a further streamlined service flow.


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