FOS Logistics
Change is in the air — helping a fledgling cargo airline spread its wings.
OVERVIEW
Background
FOS Logistics is a Cyprus-based cargo airline with an operational hub in Belgium. Founded to disrupt and modernise the air freight logistics sector, its mission is to offer efficient, cost-effective service to customers across Asia and Europe. With a launch timed around major trade events, FOS needed a brand identity that could punch above its weight and command attention from day one.
The Challenge
Launching a new player in a competitive and capital-intensive industry meant FOS had to look credible, capable, and distinctive — quickly. With a leased fleet limiting aircraft livery opportunities, the brand identity had to work hard across every other touchpoint, from uniforms to trade show booths. We were also tasked with communicating global ambition while resonating with an Asia-focused market.
The Work
We created a confident and culturally attuned brand identity, centred on a calligraphic symbol — evoking a bird in flight with a precious cargo, fused with a red sphere symbolising both global reach and prosperity. The strapline "Change is in the air" framed the brand’s disruptive intent. Our system spanned print and digital assets, launch comms, branded collateral, and adaptable visuals suited for high-exposure trade events — all while factoring in lean operational constraints.
The Impact
FOS Logistics launched with confidence at key trade expos in Asia and Europe, establishing itself as a serious new entrant in air freight logistics. The pared-back but powerful identity created strong visual recognition, while the flexible design system supported ongoing brand-building activity across print, digital, and environmental formats.
Minimal livery. Maximum lift-off.
CLIENT
FOS Logistics
Budget cargo airline, Cyprus
DISCIPLINES
Brand strategy
Visual identity
Brand guidelines
Exhibition design
Print design
Digital design
Aircraft livery
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chris@aesthetic.works
+44 (0)20 8242 1509
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+44 (0)20 8242 1509
ABOUT US
Aesthetic Works is an independent branding and design agency based in Shoreditch, East London. We help ambitious brands and businesses transform from everyday to extraordinary — with clarity, character, and connection.
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