Aisling Aer is a fictional budget airline based in Dublin Ireland, offering affordable and comfortable international travel across Europe, and North America. The brand was envisioned for flyers seeking out adventure, while balancing the expensive cost of international travel. In traditional budget aviation, the element of the flying experience which is first compromised, at the trade off of cost, is comfort. However Aisling Aer was intentionally different. From the name, Aisling, Irish-Gaelic for dream or vision, to the soft shapes of the Aisling clover, and even the typographic treatment of the wordmark, the brand is visually rooted in softness and comfort. This carried over into the visual identity of the brand, with colors inspired by the Leinster Coat of Arms, evoking a sense of heritage, complimenting the modern, soothing typography.