Fli+: Beyond the seat
Fli+ is a pitch concept for a modular airline that lets travellers build the journey they want and pay only for what they choose. Its idea fits in one symbol: a plane hidden in a plus.
Challenge
Create a new airline proposition built around choice and transparency.
It had to feel simple and easy to navigate, and stand apart from both low-cost functionalism and legacy airline conventions.
Solution
Fli+ is built on bundling: travellers start with the essentials and add only what they need.
The identity works the same way. A plane sits in the negative space of the plus sign, a symbol of adding more. The name is a simple twist on “fly”: direct, memorable and descriptive of the service.
Green marks the core experience, and extra layers stack on top as travellers add services. The logo is the hinge between base and premium.
The same thinking runs through the app and the cabin: intuitive digital journeys, sustainable details, relaxed apparel and stripped-back interiors designed to feel calm.
The result
The concept imagined a clearer airline experience, designed around customer control.
The modular system scales across digital, physical and service touchpoints.
- My role
- Lead designer
- Agency
- Landor
- Duration
- 2-week sprint
- Scope
- Positioning, naming, identity, cabin and apparel, app, communications