ABOUT

Sasol, the global chemicals and energy company, and Topsøe, leader in carbon emission reduction technologies, came together to launch a joint venture.
 
This new business is set to become a key global player in the aviation industry, focusing on the advancement and delivery of Sustainable Aviation Fuel (SAF) production and technologies. It combines the best of science, technology, and nature for a brighter future for global aviation, with a purpose to accelerate the decarbonisation of the aviation sector.

We were appointed to create the brand, from strategy through to naming and identity.
 
The name itself was inspired by blue; a dominant colour of our natural world, and one we need to protect whilst enabling more sustainable global mobility. A shade of blue (zaffre) was adapted to create a unique name for the brand.
 
The Zaffra identity reflects the design idea of ‘Powered By Nature’, creating a balance between sharp, confident attitude (‘Powered By’) and soft, organic, flowing forms and detailing (‘Nature’). It was created to ensure Zaffra stands out through a fresh, vibrant and bright approach, with softness and colour palette that’s unexpected in an industrial world of more corporate or green clichés.