The rebrand of Brussels Airlines doesn't touch the logo, colours, or name. It focused more on elevating the brand from the inside out, resulting in a deeper transformation that prioritises feeling rather than just form. In collaboration with WeWantMore, the airline has introduced a new identity system that spans brand touchpoints, reshaping perception through subtle changes rather than grand declarations. The result is a brand that finally feels like the airline it has always claimed to be: warm, refined, personal, and unmistakably Belgian. Back in 2021, the airline refreshed its visual identity in the wake of COVID, but while the fleet was repainted and the brand technically modernised, the core experience still felt corporate and distant. "We knew resistance to the brief was futile," says Sebastian Greffe, creative director at WeWantMore. "The rebrand was still fresh, and the CEO had personally signed off on the current logo." With the visual foundations off-limits, the studio focused on atmosphere. Anchored in the essence of "You're in good company," the new concept – "Small details. A world of difference." – frames the brand through a lens of considered hospitality. That idea comes to life in subtle but strategic ways: a single "focus dot" that leads the eye across layouts, a bespoke typeface inspired by the golden era of aviation, and a richer, warmer palette that complements rather than competes. "Those tight constraints became our greatest asset," says Sebastian. "With no room for superficial changes, we had to dig deeper, crafting an identity that hinged entirely on thoughtful details and meaningful experiences." Photography, for instance, avoids the usual stock tropes. Instead, it captures quiet moments: a smile exchanged with cabin crew, a view out the window, a handwritten note left in a lounge. The dot, used sparingly and always with purpose, reinforces this focus-led approach, while the brand's tone of voice trades promotional polish for a more honest, conversational cadence. One of the most distinctive design moves was the creation of Cirrus Sans, a custom typeface channelling the golden age of aviation through a Belgian lens. With geometric capitals and warm, humanist lowercase forms, it bridges nostalgia and clarity. In business communications, it pairs with the elegant Mackinac serif, which adds a soft touch of luxury to elevated materials. The type system transitions smoothly from crisp, all-caps headlines to more relaxed body copy, striking a balance between professionalism and personality. That balance is central to the whole project. Brussels Airlines wanted to evoke the feeling of a boutique hotel in the sky, not extravagant luxury but thoughtful hospitality. "It's not about gold trim or mood lighting," explains Sebastian. "It's about Stella Artois served properly. Neuhaus chocolates waiting at your seat. Indirect warm lighting instead of fluorescents." From lounges to livery, the new identity works across a broad ecosystem, extending into unexpected places. Meanwhile, motion principles inspired by flight dynamics add energy to digital assets, and the cabin interiors have been subtly refined through the use of warm materials and tactile finishes – a process closely guided by Priestman Goode. Perhaps the most rewarding aspect of the rebrand is its restraint. There is no new, shouty symbol, no palette overhaul, and no fanfare. What has changed is the way the brand feels. "Flying has become something accessible, and some say it's lost a bit of its magic," says Sebastian. "But Brussels Airlines consistently ranks as one of the most hospitable. We just had to help them show that." The refreshed identity has already helped shift Brussels Airlines' positioning in a competitive sector, particularly against tour operators whose branding can often be perceived as interchangeable. Subtle typographic cues, considered materials, and the deliberate use of space all work together to convey a sense of quality without drawing attention to it. From a broader industry perspective, the project also hints at the future of airline branding. As travel becomes more intentional and emotionally driven, brand identities are under pressure to do more than decorate. They need to create a connection. "The industry is moving away from superficial glamour," says Sebastian. "Travellers want more than efficiency. They want sincerity, depth, and a sense of place." Brussels Airlines now delivers just that, not through spectacle but through quiet confidence: a red dot, a kind word, or a handwritten note. #brussels #airlines #gets #boutique #makeover