Context:

In a bold move to unify its loyalty offerings, Air India launched the Maharaja Club, a program combining the best of Vistara and Air India’s existing offerings. We were tasked with designing a boarding pass that highlights its exclusive benefits while honoring Air India's legacy and the Maharaja Club's modern identity.

 

Task:

Design a boarding pass that communicates the unique benefits of the Maharaja Club, all while adhering to Air India’s established brand guidelines and the refined new creative direction of the loyalty program.

Challenges and Actions:
 

Challenge #1: The first-ever boarding pass design commissioned by Air India to us.

 

Action:

We dove deep into Air India’s branding playbook, carefully studying both the existing identity and the newly introduced Maharaja Club aesthetics. Our team closely analyzed global boarding pass trends, striving to balance functionality with visual elegance. The result was a design that was minimalist yet premium—perfectly reflecting the brand's ethos.

Challenge #2: Conveying the Maharaja Club benefits without overwhelming the design.

 

Action:

We strategically placed two key pieces of information on the perforation: a QR code for instant enrolment and an enticing bonus offer of Maharaja Club points upon joining.

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Results:

The revamped design seamlessly integrated the true to Air India's legacy.