I was brought in to Brave agency to work on the business class rebrand, part of the overall Air Pacific relaunch. Tabua Club took it’s name from the tabua which is a highly valued cultural symbol in Fijian traditions. The polished tooth of a sperm whale, it features in many important ceremonies and is considered a rare and precious item.

The marque created utilised a graphic treatment of the tabua combined with a light and almost weightless font as a nod towards the elegance of flying with Air Pacific’s business class. 

Dream-like photography of a tropical beach paradise became the hero visual for the brand, alongside a suite of new photography that worked across the brand as as whole. 

Roll out of the brand included a variety of collateral including the design of wall graphics, check in counters, seat headrests, tickets, luggage tags, membership packs, press ads and the template for the inflight magazine.

Design and art direction.