Brussels Airlines is gradually transforming its brand into a “boutique hotel in the sky.” After the challenges of the COVID crisis, the airline initiated a rebranding in 2021 with a refreshed visual identity. In 2025, Brussels Airlines is evolving its brand experience in collaboration with WeWantMore, retaining the logo and colours while introducing a warmer, more personal touch.

Featured in PUB Magazine, the story includes an in-depth interview with Sebastien Greffe, Creative Director at WeWantMore, and Michel Moriaux, Head of Marketing at Brussels Airlines, who explain how subtle design and branding choices are redefining the airline’s premium experience. From giving new meaning to the dots in the logo—“Small details, a world of difference”—to updating colours, typography, and cabin interiors, every adjustment emphasises authenticity, Belgian heritage, and quiet luxury.

The rebranding isn’t just visual. The new cabins, lounges, and offices are gradually reflecting the brand story, guided by WeWantMore’s style frameworks. The approach is careful and considered, ensuring the airline’s identity is consistent across every touchpoint, from advertising campaigns to interior spaces.

As Michel Moriaux puts it, “We are gradually building a solid future for Brussels Airlines, which will become a little more of a boutique hotel with each phase.”

If you want to check out the whole article in French & Dutch, click here.