(Adnkronos) – Peach Aviation Limited, Japan’s first low-cost airline, introduces its new logo, which will be followed by a livery renewal in spring 2027. For this important renewal, the company has chosen internationally renowned designer Oki Sato as its creative partner. Jiji Press reports this.
Peach Aviation Limited, a subsidiary of Japan’s leading airline Ana, has grown to become the country’s third-largest carrier. Based at Kansai International Airport in Osaka, western Japan, the company has transported over 75 million passengers since 2011. On the occasion of its 15th anniversary, Peach is undertaking a complete brand renewal.
The new logo features an iconic leaf-shaped symbol, embodying Peach’s typical “playfulness” and “challenging spirit,” according to the company. A warmer shade of pink replaces the original fuchsia, flanked by ivory and brown, creating a balance between warmth and reliability. The new typography, with wider spacing between letters, represents a departure from rigidity and reflects the company’s desire to offer a more comfortable and pleasant travel experience.
The new livery features bold and irregular patterns along the fuselage. Deliberately avoiding regular schemes, the design aims to heighten passenger anticipation and evoke a sense of excitement for the journey. Pink remains the main color, while the addition of more subdued beige tones suggests elegance and reliability. The vibrant pink, a distinctive symbol of the company since its foundation, is nevertheless maintained on the central part of the fuselage and on the tail, preserving the brand’s chromatic identity.
Oki Sato, chief designer of the Tokyo-based nendo studio, explained that the renewal represents “a warmer and slightly more mature Peach.” Starting from an established image of energy and vibrancy, the new livery introduces a sense of comfort suitable for all ages and genders, along with reliable but not overly formal friendliness. The goal is to create a brand identity that combines sincerity and a human touch.
“As we celebrate our 15th anniversary, we are entering a new phase of our journey,” said President and CEO Kazunari Ohashi. “By continuing to improve punctuality and the quality of basic services, we will pursue Peach’s unique value and take on new challenges.”
Oki Sato is the chief designer of the Tokyo-based nendo studio. Born in Canada in 1977, Sato earned a master’s degree in architecture from Waseda University in Tokyo in 2002, the year he founded nendo. Internationally recognized, he was listed by Newsweek among the “100 most respected Japanese people.” He has led numerous projects in the fields of architecture, product design, and graphic design. For Expo 2025 Osaka-Kansai, he served as general producer and designer of the Japan Pavilion.
Founded in 2002, the nendo studio operates in various fields, including architecture, interior design, product design, and graphic design, receiving international awards. Its works are part of the collections of major museums worldwide, such as MoMA in New York, the Centre Pompidou in Paris, and the Victoria and Albert Museum in London. Sato also designed the Olympic cauldron for the Tokyo 2020 Games and worked on the design of the new TGV high-speed trains in France.
Founded in February 2011 as Japan’s first official low-cost airline in collaboration with Ana Holdings, Peach became a wholly-owned subsidiary of Ana in 2024. Today, the airline operates 25 domestic routes from six bases — New Chitose, Narita, Chubu, Kansai, Fukuoka, and Naha — and 15 international routes connecting Japan with South Korea, Taiwan, China, Hong Kong, Thailand, and Singapore.
