Smaller is better

Royal Brunei Airlines
With numerous regional flag carriers, established international giants and freshly minted low-cost options, Southeast Asia’s airline industry is increasingly expansive—and competitive. Such an environment prompted Royal Brunei Airlines (RBA), the country’s flagship carrier since its founding in 1974, to refresh its brand in 2012.

Working together on a multi-year engagement, we discovered that RBA’s biggest assets were its small size, personalised service, and the mystique of Brunei, small but enchanting country.

In concert, these strengths led to “A Betterfly”, a simple but disarming promise from the heart.

Elegant and minimal, the new brand celebrates Royal Brunei’s distinctly understated but stately personality. Whether checking-in on its app or cruising in one of its flagship New Airbus A380s, RBA affords travellers in the region, once more, “A Betterfly”.

"The Betterfly idea that Interbrand helped develop continues to guide our brand—and our business" – Royal Brunei Marketing Team
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