After the demise of Swissair, Switzerland needed a new national airline with a strong identity. Together with London-based branding agency Winkreative, MACH created a completely new design for SWISS, ranging from the cabin interior to the design of the First-Class Lounge.
The starting point for the concept was aerial photographs of the Swiss Alps, the most famous motif on the approach to Switzerland. Three different silhouettes and rock profiles were the inspiration for the selection of colors, materials and unique fabric patterns. The design development for the various SWISS interiors is also based on this idea. These include ticket counters, check-in, business and first-class lounges, and the cabins in economy, business and first class.
Years after its implementation across SWISS's global network, the iconic elements of this concept still form the public face of the Swiss airline.