AirFrance’s millennial carrier fails amid 'difficult-to-understand' branding

AirFrance’s millennial carrier fails amid 'difficult-to-understand' branding


Joon, the world’s first airline aimed at millennials, is to be wound up by its parent company after failing to capture the imagination of young travellers.

Air France launched the carrier in 2017, selling it as the airline of choice for a “young and connected clientele” and hoping its VR-headset entertainment, trendy cabin crew and quinoa-strong menu would attract a generation of footloose globetrotters. But after just over a year in operation, Air France, the French flag carrier, has announced the end of Joon’s short life.

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“After much discussion with employees and customers alike, and in consultation with the unions, Air France has decided to launch a project studying the future of the Joon brand and the integration of Joon employees and aircraft into Air France,” the airline said in a statement, adding that despite some positives, “the brand was difficult to understand from the outset for customers, for employees, for markets and for investors”. It said that the presence of Joon has “weakened the power of the Air France brand”.

All Joon flights currently sold or for sale will be honoured, either by the carrier itself or by Air France.  

Flying from its hub at Paris Charles de Gaulle, Joon served a number of European cities including Lisbon and Berlin, as well as long-haul destinations such as the Seychelles, Cape Town and Fortaleza, Brazil. Fares were comparable with low-cost airlines, with short-haul seats from £34 and one-way tickets to Brazil from £218.

Travel’s Annabel Fenwick Elliott reviewed Joon last year and was generally impressed. “My fellow passengers were noticeably younger than your average cabin sample set,” she said. “No babies (that I could spot), a snogging French couple in the row in front of me, and a lot of lone travellers.

“The cabin crew, too, were youthful in appearance - or was that just the tennis-outfit-esque uniforms they were kitted out in? White, squeaky clean Le Coq Sportif trainers, worn with skirts or slimline trousers and relaxed, sailor-stripe T-shirts; all made, I’m told, from 60 per cent recycled plastic bottles. Perhaps it was a coincidence that both crew members who served me looked like supermodels. Perhaps not.”

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She praised the menu options, which included organic wines, mini tapas boards and quinoa salads, and said the VR headsets were a novel in-flight entertainment.

Joon’s demise follows the failure of fellow low-cost, long-haul airline Primera last year, while Wow air, which offers transatlantic flights via Iceland, has also found itself struggling and scrapped a number of routes.

Why brands are challenging colour conventions

Why brands are challenging colour conventions


From Monzo’s orange bank cards, to a yellow funeral comparison site and a pink skincare brand for men, startups are challenging established norms when it comes to colour palettes. We look at the factors driving brands to break the rules and the impact this is having

By Rachael Steven 05/12/2018

In three years, Monzo has grown from a little-known fintech startup in a cramped office near Old Street, to a certified bank with over 1 million customers. It has done this without TV ads or high-impact billboards – in fact, its most effective marketing tool to date has been its bright orange bank card.

Monzo’s cards stand out against the blue, black, purple and silver designs favoured by high street banks. It’s a colour that sparks conversation, prompting people to ask, ‘what bank is that?’, and customers to explain what Monzo is in return. It’s also a powerful branding device: through its use of orange, Monzo managed to convey – without words or slogans or icons – that it was different from other banks, appealing to those who might be fed up with HSBC, NatWest or RBS.

“Banking is an area where the rules around colour are really being disrupted,” says Mariel Brown, Director of Futures at Seymourpowell. “Monzo’s use of orange is incredibly disruptive, and what’s great about it is that it’s a colour that works incredibly well in the digital [world]. It works well on a computer or an iPad or a smartphone screen, but it also looks fantastic in a physical world, and it’s really arresting – you see people using it out and about in London and it creates this curiosity,” she explains.

Banks have traditionally adopted a conservative approach to colour, opting for serious and sombre palettes, and often using blue (a shade associated with security and stability). But Monzo – along with Transferwise, which uses bright green cards, and Starling, which recently introduced vertical aquamarine cards – has stood out among much larger, more established brands through defying colour conventions.

Sailing race SailGP ditches nautical clichés


Design studio GBH.London has created the branding for the new high-speed sailing competition, incorporating a distorted word mark and an unconventional colour palette

By Aimée McLaughlin 11/01/2019

Given that your average superyacht can cost its owner well into the hundreds of millions, you’d be forgiven for thinking of sailing as a strictly middle class pursuit. Not according to the organisers of SailGP, a new sailing championship that is looking to open up the sport to a broader audience.

The annual high-speed sailing race launches this February in Sydney with six competing teams from the UK, France, USA, Australia, Japan and China, and further races planned in San Francisco, New York, Cowes and Marseille for the final.


The design team eschewed conventional images of boats for the logo, instead using a distorted word mark that aims to convey the fast-paced nature of the competition. “The logo and its animation reference a shift, both figuratively in terms of the sport’s public perception and literally – the craft flies, balanced above the water on wave-piercing hydrofoils at speeds of over 60mph,” says Caldwell.

A pattern inspired by the Dazzle camouflage used by Allied ships during World War One is used throughout the identity, nodding to the wakes and ripples created by the F50 boats.


GBH.London has also incorporated a colour palette of red, turquoise, black and white. The choice of colours looks to distinguish SailGP from the typical blue hues associated with sailing brands, while also being distinctive enough to avoid any clashes with the primary colours seen in the national flags of participating countries.

“The brand we have created strives to push sailing into the modern age, positioning it as a sport to be enjoyed by all, not just the select few,” says Caldwell.


Christmas Gift Ideas 2018


It’s that time of year again. The TV adverts that started a month ago should have been a warning.

Below is my Christmas gift list for 2019.

It is not a comprehensive list of the best menswear gifts right now. It’s certainly not related in any way to sponsors, promotion or advertising.

Rather, it is a highly personal, idiosyncratic list of things I’d like to get for Christmas. If I didn’t already own them.


1 Linley starburst trinket box


Marquetry is a craft I’ve always admired, but never managed to cover. The natural textures of woods have a deep appeal, as does the artistry of putting them together, and the result is something with a very subtle beauty.

Everyone needs a box to put cufflinks, collar bones and other jewellery in. They probably already have one. But if it’s not that luxurious, they could upgrade.

2 Perfumer H: Leather, Patchouli or Ink

£150 for 100ml (hand-blown glass bottles £350)

The Perfumer H shop on Crawford Street is one of my favourite retail spaces in London. It’s the kind of quiet, sheltered space where you feel you could spend an entire day sampling fragrance, and it’s nice that the lab is on site.

Lyn’s versions of Leather or Patchouli manage to be softer and more sophisticated versions of anything else in the category, while Ink is surprisingly distinctive. I wear Charcoal. Perfume is a very personal thing to give as a gift, but samples are always available.

3 Sunspel vests and deep V-necks

£30 and £40

Nothing wrong with getting interesting basics - like socks - for someone at Christmas. Sunspel is usually my starting point for such wardrobe staples, and I recently picked up a deep V-neck T-shirt and a vest, both for specific purposes.

The deep V is to wear under polo-collar sweatshirts such as those from John Smedley or Luca Faloni (even our old Dartmoor - which should hopefully be coming back next year). The vest is to wear under heavier shirts such as my Bryceland’s Sawtooth, or Niche denim shirt.

Few people are buff enough to wear either piece as anything but underwear - and I’m not one of them. They do come up a little large though; I bought Small.


4 KNNOX lighter


I don’t smoke and I don’t really need a lighter. But the design of this solid-brass lighter really appealed. It’s simple, functional and unusual, and if I only ever use it to light candles, I’ll be happy.

The flip-out mechanism isn’t the easiest to work the first time, but once you’re used to holding the body while working the flint, it’s very satisfying.


5 Anderson & Sheppard musk/suede gloves


These aren’t on the website currently, but they’re my favourite gloves from A&S. The main body is a mix of musk ox, merino and silk, which feels like cashmere but is a little more robust. The palm is suede, which feels lovely, is a subtle look, and again helps make them more able to handle carrying bags etc.

They come in navy and grey, and there are also nice short scarves in the musk ox (brand name: Qiviuk, £295) that are loosely woven to give them a pleasing stretch.

6 Books

Genuine Authentic: The Real Life of Ralph Lauren, £11.50

Ametora: How Japan Saved American Style, £15.45

Cheap Chic: 40th Anniversary Edition, £11.99

Three great books I’ve read recently on style and the clothing industry - yet perhaps unusual enough that the man in your life hasn’t already read them.

Michael Gross started to write Genuine Authentic as the official bio of Ralph Lauren, until he was chucked off the job. Fortunately he’d had a lot of access by then.

Ametora is the story of how Japan created its own clothing industry from scratch after the Second World War, beginning by copying the Americans, then superseding them, and writing a lot of ‘how to’ magazines along the way.

Cheap Chic is mostly about womenswear, but has lessons for everyone - and is centred around a philosophy of good-value clothes, no matter what their price is. Practical and entertaining.


7 Anonymous Ism socks


Sold at Trunk among other places, Anonymous Ism is a Japanese knitter that does robust socks in some really nice patterns - somehow traditional and modern.

They are quite chunky though, and I wear them with boots or just around the house. And they’re always at least partially synthetic, which again makes them hard wearing but not great if you’re feet are apt to overheat.


8 Leffot T-fold cordovan wallet


One for guys that love their cordovan. Great for shoes, it’s also very satisfying in a wallet because of the way it moulds around the contents and ages over time.

It’s a simple T-shape that the user folds up, puts cards or cash inside of, and becomes that wallet shape as it moulds. Thin too, as there’s absolutely no excess leather.

It’s a simple T-shape that the user folds up, puts cards or cash inside of, and becomes that wallet shape as it moulds. Thin too, as there’s absolutely no excess leather.


9 Drake’s lambswool sleeveless cardigan


I find these particularly useful for a type of dressing we discussed recently: being dressed-up without wearing a jacket. Personally, I find the lambswool too thick to wear under a jacket, but the cardigan on its own is great with a pair of jeans and a button-down shirt.

It’s warmer than most sleeveless cardigans, and has the texture to go well with casual things like denim. My favourites are the navy and a natural colour from last season (some left in the factory shop last time I was there).

10 Hermes ‘Clochette’ key ring


Very expensive and very indulgent - but if you have a minor-grade obsession with Hermes, as I do, this is one of the more practical things to buy.

I’ve used an orange one in plain calf for the past four years for my keys. It functions very well, able to be looped through itself around a bag handle. But I think a printed calf, in not so bright colour like light-brown Epsom, would have aged better.