A new way to fly for adventure seekers who love the unknown.




Art Direction, Branding

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SurpriseFlight is a startup with a vision of creating a whole new way to fly and need a story & brand identity to pitch their business idea. Without revealing too much detail, it involves lots of surprises, naturally.

The brief to DOERS was simple – break the rules and surprise us with an identity that also has a compelling story to fit the brand’s philosophy.

Who is in for surprises?

Brand Story

Surprises and flights. What can be more refreshing than a flightless penguin who yearns for the skies and tries to fly.


Brandmark Exploration


The penguin mascot was developed into the brandmark and a question mark is incorporated into the logo to emphasise the surprise awaiting customers who come aboard.


View other works