China Eastern Service Brand
Visual service system
Guided by the strategy of “transforming Chinese products into Chinese brands,” the service brand design of China Eastern Airlines creates a holistic, upgraded passenger experience. It resolves past issues of uniformity, weak brand association, and limited emotional resonance. Anchored in the brand value of “World Taste, Oriental Charm,” it highlights Eastern aesthetics and philosophical depth, setting a new benchmark in China’s aviation service. The upgrade allows global passengers to experience enhanced service, cultural refinement, and thoughtful care throughout their journey.
Client / ManufacturerDesign
China Eastern Airlines Corporation Limited
Shanghai, CNDongdao Creative Branding Group
Beijing, CNDate of Launch
2026
Target Regions
Africa, Asia, Australia / Oceania, Europe, North America, South America
Target Groups
Consumers / Users, Trade / Industry, Public Sector / Government