A decade ago, if you told me that the same company crafting carbon-neutral vodka would pivot to revolutionizing sustainable aviation fuel (SAF), you’d likely get a quizzical look. But AIRCO, formally AIR COMPANY, is doing exactly that—and their recent rebrand is the visual embodiment of this seismic shift. I am OBSESSED with this company and its beautiful new brand; even if I am biased towards any brand pursuing sustainable solutions, it’s still really, really cool.
A New Identity for a New Mission
Rebrands are often about evolution, but in the case of AIRCO, it’s about transformation. The Brooklyn-based company made waves by turning captured CO₂ into consumer goods, most notably AIR Vodka, a carbon-negative spirit that challenged conventional product innovation. Now, as they set their sights on large-scale climate technology—producing SAF for commercial airlines like JetBlue and Virgin Atlantic, as well as the U.S. Department of Defense—their brand needed to reflect this monumental leap.
Charged with repositioning AIRCO as a leader in climate technology rather than just a consumer product innovator, Closer — the renowned creative agency known for shaping brands like Nike, Louis Vuitton, and Chanel — has delivered a visual identity that is as ambitious as the company’s mission.
Designed for Scale, Built for Impact
The most striking aspect of AIRCO’s rebrand is its bold, future-focused wordmark. Inspired by the aesthetics of NASA, the typography conveys aerodynamics, speed, and technological progress, integrating the brand’s signature curves into a cohesive visual system. It’s not just about looking sleek; it’s about showing that climate solutions at scale are not a distant dream, but an achievable reality.
The updated design aesthetic deliberately shifts from the consumer-facing, eco-luxury appeal of AIR Vodka to a more industrial, high-impact look. This evolution is crucial: AIRCO is no longer just imagining a sustainable future, they’re delivering it. The rebrand bridges the past and the future, ensuring that the company’s identity matches its groundbreaking ambitions.
Branding as a Catalyst for Change
What sets AIRCO apart in the crowded sustainability space is its ability to blend storytelling with science. The transition from a lifestyle product to a technology brand required more than just a name change; it needed a design system that could communicate credibility to industry giants while still maintaining its visionary edge.
As more brands explore the intersection of sustainability, technology, and design, AIRCO’s rebrand serves as a masterclass in strategic identity shifts. It proves that branding isn’t just about aesthetics, it’s also about aligning perception with purpose. And if AIRCO’s trajectory is any indication, the future of climate tech has never looked—or flown—so high.
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