Hong Kong’s low-cost carrier HK Express announced the launch of its new corporate identity and brand positioning, “Gotta Go”, together with a series of refreshed brand assets across its website, mobile apps, key visuals, uniforms, and aircraft livery. The new brand positioning, “Gotta Go”, aims to encourage spontaneity and invoke a new, free-spirited travel attitude, appealing to our target customer who is bold, dynamic and lives in the moment.
Committing to returning operations to pre-pandemic levels by the end of the first quarter of 2023 with more than 400 flights per week, HK Express sees this as an optimal moment to rebrand as consumers in Asia seize the opportunity to travel again.
Together with its new logo, brand positioning and key visuals, HK Express is introducing a new set of cabin crew uniforms which embodies the brand’s dynamism, spontaneity and diversity. The new uniforms include an option with trousers for female cabin crew, together with a mix and match of different apparel for all cabin crew based on their personality. Dress shoes have also been replaced with sneakers – a symbolic shift from conventional rigidness to self-expression and creativity. Other design breakthroughs include upcycled materials from previous uniforms, while leftover fabrics will be used to create upcycled teddy bears, bringing new life to old uniforms.
The revamped campaign also extends to new aircraft livery, featuring the iconic shades of purple and white, and embellished with the new Cyan. The “e” shaped journey symbol on winglets, vertical stabilizer and the bottom of the fuselage evokes the start of a pleasant journey with HK Express.
The new aircraft livery, which will be gradually rolled out across the airline’s fleet, will debut with the delivery of HK Express’ first Airbus A321neo aircraft in the first half of 2023.