Case Study: Hong Kong Express achieves a distinctive adventure-led brand with Saffron Brand Consultants

Hong Kong Express repositions for 18-34 travelers with Saffron Brand Consultants

Hong Kong Express, a low-cost carrier based in Hong Kong, faced the challenge of competing on more than just price in a crowded airline market. They engaged Saffron Brand Consultants to reposition their brand and shift their reputation from being a seller of cheap seats to becoming a lifestyle enabler that would capture the imagination of younger travelers.

Saffron conducted extensive ethnographic and quantitative research to develop the new brand idea "Spirited by Adventure." This concept inspired a refreshed visual identity, a new tagline ("Your Move"), and a digitally-centric design system. The work by Saffron empowered Hong Kong Express to resonate with its target audience by presenting the airline as a catalyst for spontaneous travel and unique experiences.

Hong Kong Express