What’s the first thing you think of when you hear ‘Russia’?
Chances are sunflowers aren’t one of them.
But that’s exactly the motif sported on Kuban’s new livery, designed by UK-based Honour Branding. The livery appears on two B737s leased from ILFC, Honour Branding says. The B737s are at East Midlands Airport awaiting to fly back to Russia. Kuban services the Krasnodar or Kuban region of Southern Russia. The region will host the 2014 Sochi Winter Olympic Games.
Kuban is owned by Russian billionaire Oleg Deripaska, the CEO of Basic Element, an investment firm with interests in natural resources but also financial services and aviation.
Honour Branding says:
The rebranding ispart of an investment programme aimed at making Kubanone of top ten Russian airlines on domestic and international routes as itseeks to capitalize on the growing popularity of the region’s resorts andupcoming Olympics. The strategy includes a complete renovation of Kuban’s fleet, with ten brand new Boeing 737-700 NG(New Generation) and another ten state-of-the-art Russian-built planes to beadded over the next three to five years. Kuban also plans to extend itsinternational network, flying to new destinations in Europe and Asia.
As part of the first phase of investment, Kuban is leasing four Boeing 737-300from ILFC for a transition period of three years, needed to retrain pilots andprepare Kuban’s maintenance base toservice the new fleet.
Honour Branding says of the livery:
People of Krasnodar are extremely proud – proud of the region and its agricultural output, the spa resorts and Sochi ( 2014 Winter Olympics) as well as its growing business centre, so it was an obvious choice for them to choose their regional flower as a symbol for their airline’s identity.
They wanted to shift perceptions of the brand and the region, and for customers to be uplifted by the new livery rather than be oblivious of yet another indistinctive ‘corporate flag’ scheme.