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HK Express
Location
Hong Kong
Project type
Visual Identity
Transforming a local aviation brand into a lifestyle that empowers travellers to spontaneous travel on their own terms
Reposition the local low-cost airline into a lifestyle brand inspired by the travelers’ spirits
The Challenge
The pandemic shook the aviation industry to its core. HK Express set its sights on soaring to the top of the category and expand further in the Greater Bay Area and Asia. We were challenged to seize the moment to rebrand, setting the airline apart from competition as one that truly meets the needs of the next-gen traveler in the post-pandemic world.
Background
HK Express is a Hong Kong’s only local low-cost carrier, the wholly owned subsidiary of the Cathay Pacific Group. They have been offering convenient and reliable air travel to destinations around Asia including China, Taiwan, Japan, South Korea, Singapore,
Vietnam, Thailand, Cambodia
The Visual Identity
The idea ‘Gotta Go’ captures the urge to travel personalised, spontaneous journeys. The design language is bold and fresh as we are free-spirited. The new brand features a journey symbol and wordmark that retains our Hong Kong origin. The ‘Express’ in our name takes the spotlight, the symbol takes after its letter ‘e’ in bespoke purple, symbolizing the start of a journey and ends with a new cyan.
