Favola, 2024
Developed within the Visual Brand Identity course at IULM University, this project focused on defining the naming and brand identity of Favola, a next-generation Italian airline based in Milan.
The brief required the creation of a visual and strategic concept that could communicate the company’s essence, a blend of digital innovation, playfulness, and Italian lifestyle, while ensuring adaptability across the broader travel ecosystem.
The proposed brand positions Favola as a modern and user-centric airline that transforms every journey into a seamless and engaging experience for young, digitally active travelers.
The project involved brand naming, strategic positioning, and visual system design, translating the brand’s core values into a coherent identity.
Research on consumer behavior and competitor benchmarking informed the creative process, leading to the development of distinctive tone of voice guidelines, visual assets, and design principles for both digital and offline applications.
The result is a flexible and recognizable brand system built around innovation, connectivity, and emotional engagement, capable of evolving beyond the airline sector.