The rebranding, estimated to cost US$5 million, also includes a new television commercial featuring AirAsia Allstars, a new look to its offices, all check-in counters, advertisements and its new aircraft – all to sport an eclectic mix of graphic design elements in black and white.

“We are currently focusing the rebranding exercise on the main hubs at Kuala Lumpur, Bangkok and Jakarta. We will then continue with the enhancement of our secondary hubs while the final phase is to have the new corporate identity presence on all our routes,” said Kathleen Tan, AirAsia’s Group Head of Commercial.

Pictured: Kathleen Tan (centre in black) with AirAsia’s flight attendants in their new weekend uniforms

Tan said the new weekend outfits “are envisioned to reflect AirAsia’s image of daring to be different, sporty yet smart and sexy, apart from being vibrant and stylish.” They also embody AirAsia’s active involvement in sports.

The airline aims to fully roll out the new branding by year-end.

The rebranding exercise is in line the AirAsia’s “10 Awesome Years” campaign. It started in December last year to celebrate the airline’s 19th birthday with a series of new initiatives, but staying true to its core identity of being the people’s champion in democratising air travel.

Since the campaign’s launch AirAsia has announced various “awesome” news such as the abolishment of counter check-in fees for international flights, baggage fee reduction with guests saving up to 50% when they purchase their check-in baggage online; as well as revised meal prices with more discounts and a wider variety of food to choose from.

Tan said over the past 10 years AirAsia has marked hundreds of milestones, painting the sky red across 152 routes in 24 countries. The new look signifies a fresh new journey with more exciting things to come.

“In AirAsia, we take branding very seriously. Low fares does not mean we have to be cheap. It’s about engaging our guests, delivering a service experience to make them feel good about the AirAsia brand,” she said.

After 10 years journey of revolutionising air travel its low fares, wide network and a unique “Allstars” culture Tan said it was timely to give the brand a fresh and rejuvenated look and to stay relevant with the times.

The rebranding is also part of AirAsia’s move to shift its focus towards increasing the level of comfort and excitement for its passengers.