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IndiGo

Insight ≥ Back in 2005, low-cost carriers had begun to spread across the world, shaking up the airline industry and democratising air travel. The only drawback was that most of these LCCs worked on a commodity model, wrongly believing low fares and customer experience to be incompatible. Few were aware of the ‘no-frills chic’, a movement that uses creative energy and small, customised touches to enhance overall experience without adding costs. Motherland’s founding team strongly believed that IndiGo could be the foremost example of this philosophy.

Collaborating closely with Rahul Bhatia (founder, IndiGo) and his startup team, Motherland’s founders worked on a comprehensive list of passenger and employee touchpoints to create a slick, functional and engaging interface for frequent and first-time fliers. The design process ranged from cabin specification visits to the Airbus factory to sandwich formulation and testing at the Delhi airport kitchen. Layered over a corporate organisation that is renowned for operational and fiscal excellence, this customer experience blueprint rapidly helped establish IndiGo as the largest, most profitable and most user-friendly airline in India – and soon, the world.

MUCH LOVED INDIGO FOOD PACKAGING WE DESIGNED INDIGO FOOD PACKAGING TO BE MORE ECONOMICAL, ECO-FRIENDLY AND MOST IMPORTANTLY, COLLECTABLE, SO THAT PASSENGERS COULD TAKE THE BRAND HOME. OVER A DECADE LATER, INDIGO TINS ARE STILL HUGELY POPULAR TAKEAWAYS AND HAVE PROVED TO BE A VERSATILE LIFESTYLE ACCESSORY FOR ALL KINDS OF THINGS.
WHILE INDIGO’S CABIN CREW UNIFORMS WERE DESIGNED FOR STYLE AND FUNCTIONALITY, FLIGHT CREW AND ‘GROUND FORCE’ UNIFORMS AND LIVERY HAD A DISTINCTLY AIR FORCE FLAVOUR – A NOD TO INDIGO’S MANY EX-IAF PILOTS, AND ALSO TO THE MILITARY LIKE EFFICIENCY OF THE GROUND TEAMS.

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