Case Study: Vueling builds a standout low-cost airline brand with Saffron Brand Consultants

Vueling reaches €21 million revenue target in 6 months with Saffron Brand Consultants

Vueling's founders approached Saffron Brand Consultants in 2003 with the challenge of launching Spain's first budget airline. They needed to overcome the negative perception of low-cost carriers, which were seen as cheap and low-quality, and successfully compete against the three dominant airlines in the market.

Saffron developed the brand identity and positioning, creating the "Espíritu Vueling" ethos centered on simplicity and a quirky personality. The solution included a bilingual name, a distinctive visual identity using the color yellow, and a complete customer experience system applied to everything from the website to flight attendant uniforms. The results were immediate; at its 2004 launch, Vueling achieved the highest ever capitalization for a new European airline and hit its full-year revenue target of €21 million in just six months. Saffron's work helped Vueling become a major airline, which now accounts for 40% of the traffic at Barcelona's airport.

Vueling