Ethereal by Westjet

Ethereal is a case-study luxurious sub-brand airline division of Westjet. The whole concept of the Ethereal experience is to focus on exquisite experiences through comfort, perspective, and taste. 

The visual identity of the brand all ties back into the bones of Westjet to keep the consistency, but carry abstract yet luxurious elements throughout Ethereal. 

Ethereal is an airline that focuses on exquisite experiences through comfort, perspective, and taste.

Research & Opportunities

After establishing the brand attributes I was able to build a brand around the attributes easier — the way that Ethereal stands out from their competition is the abstract yet artful perspective on travelling. Most luxurious brands have simple wordmarks that do not carry meaning, so the focus was on the messaging.

Ideal Clients

Young Successful Entrepreneurs

They are aged between 25-40 years old. They are constantly checking their emails and on zoom calls to build their business. Their primary focus is to work and having comfort with quality service is a priority when travelling.

Solution

The strategy for the concept of Ethereal is to focus on the verbiage used in the messaging of the brand while having the photography paint a picture of the service and experience that Ethereal upholds.

Reflection

This project helped me understand that luxurious brands do not focus on the logo but the messaging of how to paint a deluxe experience for their target audience. The depth of research that I had to put in this project is out-standing and the effort that went into looking for photography was lengthy.