Avelia

Sustainable Airline Fuel (SAF) Is an alternative fuel made from non-petroleum feedstocks (generally waste cooking oil) that reduces emissions from air transportation. SAF can be blended with regular airline fuel at up 50%, decreasing the amount of carbon introduced into the environment. It has been seen as a key player in the Paris Agreement net zero goal.

Shell, in partnership with American Express, created the first blockchain powered digital book and claim solution that enabled corporations to connect with airlines all over the world and share the environmental benefits of SAF.

We were asked to create a name and identity with brand assets to stimulate demand for SAF and in turn drive an increase in production of SAF.

At launch, SAF accounted for less than 0.1% of airline fuel used. By May 2024 the Avelia platform had injected more than 10 million gallons of SAF into the existing fuel network, a reduction of 90,000 tCO2e), the equivalent of around 160,000 passengers flying from London to New York

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