“Cebu Pacific has recently been recognized as one of Asia’s Best Companies in the 2025 FinanceAsia Awards, earning Silver in the Transportation category. CEB is the only airline from the Philippines and one of just four carriers across Asia recognized in this prestigious list.”
This recognition, in stark contrast to the news of Jetstar rolling up its Singapore operations, is remarkable. In the past decade, Cebu Pacific has soared from 100 million to 250 million passengers. Today, the airline commands nearly 60% of the domestic market, while its national rival, PAL, holds less than 28%. Its fleet has expanded to 100 aircraft, with another 150 planes on order.
Over the same period, revenues have doubled to US$1.8 billion. Meanwhile, the airline’s brand value has surged by 86% to reach US$386 million in 2025, ranking Cebu Pacific among the Philippines’ fastest-growing brands.
They are clearly getting something right. We would argue that they’re getting at least five things right:
Differentiating
In a region saturated with budget airlines, Cebu Pacific’s bright yellow and blue livery stands out. It’s sunny, pun-infused tone of voice helps it feel approachable and distinctly Filipino. This creates a brand personality that is memorable, warm, and relatable.
Resonating
The tagline “It’s time every Juan flies” isn’t just catchy-cringey, it resonates deeply. It aligns the brand with the aspirations of all Filipinos, positioning Cebu Pacific not as a budget airline, but as the people’s airline. The brand has become synonymous with opportunity, travel freedom, and national pride.
Building Trust
Cebu Pacific has found that brand recognition and emotional equity helps the airline weather covid downturns and the occasional operational challenge. The brand retains public goodwill—something many competitors struggle with.
Keeping it Simple and Consistent
The airline’s identity remains consistent over time: fun, friendly, affordable. This clarity helps build loyalty across generations, especially among price-conscious travellers, many of whom enjoyed their first taste of flying with Cebu Pacific.
Branding as a Growth Engine
Its brand strength directly supported its expansion—new destinations, digital innovations, and ancillaries (like CEB Super Pass) are more readily adopted because customers trust the name. They believe in the airline’s promise to let “every Juan fly”. They eagerly support its mission.
At Bonsey Design, we are proud to have been deeply connected to the development of the brand over the last 10 years. From the creation of the visual identity – the livery and colour scheme – to the wayfinding system and helping define MomentMakers, the internal brand mantra to CEB colleagues and passengers alike.
Cebu Pacific’s brand identity didn’t just support the business—it drove it. It humanised air travel, made it aspirational yet attainable, and embedded the airline into the everyday consciousness of Filipino life. Without that, its scale and success would likely have been more limited.
Our leadership in Philippine aviation is the result of thoughtful and deliberate decisions made over time” said Xander Lao, CEB President and Chief Commercial Officer. “We have a long-term vision, maintained financial discipline and built resilient operations to overcome challenges. These guiding principles ensure our growth remains responsible and sustainable while keeping our customers’ best interests at heart.
FinanceAsia, a leading financial publication in the region, honours companies that excel in corporate governance, investor relations, and overall financial performance.