Jetlines’ Bold New Brand Digs at the Duopoly and Positions to be The People’s Champion
Canadians pay among the highest airfares in the world. The recently announced intent to acquire Air Transat by Air Canada, as well as the sale of WestJet to Onex will only reduce competition and increase prices further. Consumers are rightfully frustrated and fed up.
The timing couldn’t be better for Jetlines. With the intent of being in the air by mid-December, the Company has developed a cheeky, rebellious identity system, as well as a brand promise anchored in the unapologetic and honest truth: “Flying sucks less when you pay less”
Jetlines is firmly principled to offer the lowest airfares in Canada. Because Canadians should have the right to affordable travel. Because everyone deserves an airline that flies for them. Because any other way is a complete rip-off. Of course, flying will still suck. There’s not much anyone can do about manspreading seatmates or tiny toilet stalls. But it will suck less when you pay less.
Working with Cossette, the new identity system is authentic, accessible and deliberately distinct from the expensive goliath incumbents in Canada. The logo incorporates a face with a knowing smirk created from an upside-down plane. It includes an additional suite of expressive faces to capture every emotion of travel. The new system will cover every touchpoint of the brand experience from the livery to uniforms to signature luggage and humourous airsickness bags.
“Jetlines is fighting for Canadians by creating competition and rebelling against Canadian ultra high airfares. Our new brand promise and design reflect our core philosophy of pushing back against the status quo and giving Canadian travellers a brand that empowers them to make their own decisions,” noted Javier Suarez, CEO of Canada Jetlines. “I would like to thank the entire Jetlines commercial team for building such a strong brand identity that reflects our passion and values, as well as extend my most sincere gratitude to our partner, Cossette, for all of their hard work and raw talent that has brought us here today.”