Report by : Gan Yung Chyan, KUCINTA SETIA / Images by : HK Express
Image : HK Express
On 11 January 2023, HK Express announces a new brand positioning - "Gotta Go" , and launches a new corporate image. The new brand elements and designs will be displayed on the airline's official website while a series of channels such as mobile application, brand image, cabin crew uniform and fuselage painting are presented one by one.
New corporate image unveiled to mark the recovery of HK Express's tourism markets from the covid pandemic
With the gradual recovery of the Asian tourism market, it is expected that by the end of March this year, the flight level of HK Express will return to the level of more than 400 flights per week before the epidemic. The airline company believes that it is now the best opportunity to reshape its brand image, so with its forward-looking brand logo and brand new positioning of "fly to your heart's content", it actively promotes the new tourism concept of "living in the moment" and "freedom and unrestrained" attitude, encourage passengers to boldly follow their own ideas, and take a trip as soon as they say it.
Image of HK singer Jeffrey Wei Junsheng (above left) and HK Express' CEO Wu Jiewen (above right) : HK Express
Ms. Wu Jiewen, Chief Executive Officer of HK Express, said, "The epidemic in the past three years has added a new meaning to today's travel, and HK Express has also experienced it deeply. The new brand concept reflects our passion for travel and leads like-minded people. Our vision for our passengers to explore the world to their heart's content. At the same time, with the introduction of a newly designed cabin crew uniform, we hope to shape a more sustainable and inclusive workplace and culture. I'm looking forward to seeing HK Express with the new image, and embark on a more exciting journey together with passengers.”
New brand image of HK Express to be rolled out in promotional channels
The new brand image of HK Express will be used in various promotional channels, and the communication efficiency will be enhanced with a simple and direct design. For example, a simple and easy-to-understand design is adopted in various signs and patterns while the overall brand image is expressed through a logo that combines a journey's graphics and text. The graphic that looks like a lowercase "e" in the brand logo symbolizes a journey started by Hong Kong Express. The logo begins with the brand's most iconic purple and ends with a touch of unique blue, representing HK Express' commitment to bringing timeless experiences to every passenger's personalized journey. Just like receiving countless mobile phone messages every day, but still feeling excited when the message pops up, the airline hopes that passengers will return to a familiar place with anticipation.
Image: The new Asian-inspired cabin crew uniforms reflect HK Express' energy, confidence and diversity. Photo courtesy of HK Express
New cabin crew uniform of HK Express to be rolled out onboard
In addition to the new brand logo, positioning and visual imagery, HK Express also announces the launch of a new cabin crew uniform that incorporates elements of diversity, sustainability and brand dynamism. The brand cooperates with Mr. Mountain Yam, a well-known sustainable fashion designer in Hong Kong, to provide female flight attendants with a choice of trousers, so that each person can match them according to their own personality, and replace traditional leather shoes with sports shoes, thus enhancing opportunities for employees to express their individuality and bring greater convenience. In addition, recycled materials from the old uniforms were also added to the new uniforms during the manufacturing process, while the remaining cloth scraps were further processed into teddy bears, giving the old uniforms new life.
Mountain Yam has always been very concerned about sustainable development, which coincides with the philosophy of HK Express, which led to the cooperation between the two parties. “I wanted to break the clichés and stereotypes of traditional airline uniforms, while at the same time adding innovative elements to the new uniforms. Given HK Express’ unique positioning and service, this collection of casual and stylish pieces also reflects Hong Kong’s The vitality and optimism of the new era."
The upgraded brand concept and image of HK Express on its future fleet
The upgraded brand concept and image also introduced a brand-new fuselage painting design, using the iconic purple and white as the main tone, and embellished with blue, and the "e" graphics on both sides of the wings and tail means to start a happy journey with HK Express.
Mr. Wei Junsheng, a newly popular Hong Kong singer who attended the event on the day, also expressed his love for the new body painting: "It simply and directly renders a clear brand image for us. I believe we all agree that 'simple is beautiful'."
Image : HK Express
New livery to be unveiled first on HK Express's first A321neo which will be received in the first half of 2023
HK Express will welcome its first A321neo passenger aircraft to join in the first half of 2023 year, and the brand's fleet will continue to welcome local passengers with a new fuselage painting.
The A321neo is expected to enter commercial service in the second quarter of 2023.
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