The acquisition of Rockwell Collins Inflight Entertainment required the development of a completely new brand that would attract interest from both the major aviation manufacturers (Boeing, Airbus) and supplying OEMs (Original Equipment Manufacturers).
The desire was to create a brand with strong Australian connotations but without a visual or overt connection to Australia, to present appropriately on a global aviation stage.
Burrana was launched in early 2019 with an impressive market impact and has generated increased market share throughout the course of 2019. The word burrana is an Australian Indigenous word, meaning ‘to fly’, which aligns to their purpose of helping airlines create extraordinary passenger experiences.
The new brand has created excitement within the IFE sector and helped generate new and experienced talent from within the industry.
"As understood well by the BrandMatters team, branding is notoriously subjective. BrandMatters’ objective approach and the structure of process they follow was fundamental to the successful launch of our new global company brand. Not an easy task when bringing together two very different companies’ culture, people, products and brand equity built over 50 years. We are delighted that within 12 months our company brand is creating great recognition, curiosity and interest. There is a great excitement across our business and industry as to what comes next."