Air France has unveiled plans for a new “boutique” airline for millennials, Joon, which will start operating medium-haul flights from Paris-Charles de Gaulle this fall, followed by long-haul flights in summer 2018.
Joon is aimed at a young working clientele, millennials (18- to 35-year-olds), whose lifestyles revolve around digital technology. The new brand has been designed “to meet their requirements and aspirations, with an authentic and connected offering that stands out in the world of air transport.”
According to officials, Joon will not be a low-cost airline as it will offer original products and services that reflect those of Air France. Joon is a lifestyle brand and a state of mind. Short, punchy and international, the name Joon is designed to address a worldwide audience.
Its visual identity is based on an electric blue colour code symbolizing the airline’s dynamic attitude, as well as the sky, space and travel. The uniform of Joon’s flight attendants will be inspired by the new fashion codes, basic and chic.
“We started with our target customer segment, the millennials, to create this new brand that means something to them. Our brief was simple: to find a name to illustrate a positive state of mind. This generation has inspired us a lot: epicurean and connected, they are opportunistic in a positive sense of the word as they know how to enjoy every moment and are in search of quality experiences that they want to share with others. Joon is a brand that carries these values,” said Caroline Fontaine, VP Brand at Air France.
“With Joon, we have created a young and connected brand that will give the Group a new impetus. Designed for our millennial customers, it will offer more than just a flight and a fare, it will offer a global travel experience. We’ll provide a further update in September, with more details on the brand’s content, products, services, destinations and range of fares,” said Dominique Wood, EVP Brand and Communications at Air France.
In the Air France-KLM Group’s brand portfolio, Joon is described as Air France’s complementary younger sister, which will also inspire its customers to travel with its elder sibling.