Founded in 1988, Cebu Pacific set out to revolutionise Philippine air travel, making it fun, affordable, and reliable. By 2014, the airline had carried over 100 million passengers, expanded into long-haul routes, and grown its fleet. With an increasingly crowded low-cost carrier market and national flag carriers cutting prices, Cebu Pacific faced the challenge of evolving from a beloved local airline into a credible global LCC,while preserving its Filipino warmth and accessibility.
We led a major brand identity refresh to support this transformation. A new strategic framework clarified Cebu Pacific’s Vision, Purpose, and Values, anchoring subsequent Service Redesign initiatives. Inspiration from the Philippines’ natural landscapes and the Philippine eagle informed a dynamic colour palette and aircraft livery, while every touchpoint —from uniforms and inflight magazines to airport signage, tickets, apps, and support vehicles — was revitalised for consistency and international appeal.
The new visual identity introduced chunky, approachable typography, vibrant yellow and blue, playful illustrations, and a lively makeover for the mascot, CEB. The system balanced friendliness and energy with professionalism, supporting both customer trust and operational credibility.
With a refreshed brand, engaged workforce, and clear strategic direction, Cebu Pacific continues to strengthen its market position, drive digital innovation, and build loyalty. Today, the airline projects confidence as a modern, globally competitive low-cost carrier that retains its distinctly Filipino heart.
