Air Littoral was founded in April 1972 and originally based at Montpellier-Méditerranée Airport in Montpellier.

By the moment of bankruptcy Air Littoral was operating a fleet of 17 Canadair CRJ-100s from bases in Nice, Montpellier, Paris (Orly) and Marseille, and was well known for the bright livery that its aircraft sported in the years before its demise.

In the 1990s, Air Littoral approached Metzler & Associés of Paris for a new identity which would propel it into a new market, and that is what was delivered.

However, the design, a mix-and-match collection of identity elements, was so innovative that the airline's executives were afraid to implement it - until they called a company-wide meeting and showed Air Littoral employees models of the aircraft painted in the vivid new style.

Marc-Antoine Herrmann, creative director & lead designer for the project told airline officers, "We must show all the positive things associated with the south - its warmth, friendliness and joie de vivre.