Joon: Best Airline Branding Europe 2018

An airline for discerning millennials, Air France offshoot Joon took to the sky last December serving short- and medium-haul European routes from its Paris hub at Charles de Gaulle airport. Joon emulates the gentle approach pioneered by British low-cost carrier EasyJet, shunning the abysmal customer practices common at carriers situated at the bottom of the market.

Joon was set up to relieve parent company Air France from the need to compete on price on routes to popular holiday destinations. Later this year, the company starts long-haul flights to Fortaleza (Brazil), Mumbai, Mahé (Seychelles), and Cape Town using four rebranded Air France Airbus 340s. It also expects to incorporate the widebody Airbus 350-900 into its fleet.

Though on course to compete for passengers with Norwegian, to date the only other low-cost long-haul carrier, Joon for now seeks to exploit routes to destinations not yet fully discovered by the travelling public. The carrier also offers full onboard connectivity to get the attention of iPhone-addicted youngsters and introduced an alternative inflight menu including vegan food options. In keeping with its youthful branding, Joon employees sport tight jeans and body-hugging polos – and carry a genuine smile.

The CFI.co judging panel commends Joon on its corporate branding, recognising the exercise goes much deeper than just the customer-facing image. Joon is an attempt to engage with travellers, anticipating their needs and broadening their horizons – all that with a distinctive French touch. The judges agree to declare Joon winner of the 2018 Best Airline Branding Europe Award.