Sorakumo is an imagined budget airline in Japan that needing to have an overhaul with its visual brand identity. I started by analyzing the service and precision of the tea ceremony. Being accustomed to those things, but now in an airline, "Service in the sky." I pulled the colors from the tea, and natural wood elements. The name, Sorakumo, translates to "sky cloud", so after many iterations came to the painted stylistic cloud as the logo mark. I used proverbs and Japanese poetry to guide the tone of voice. Can you find the haiku?