Air France - Hop!

Air France - Hop!

Europe's latest carrier is Hop!, recently launched by parent company Air France into the continent's LCC-heavy market as part of a reorganisation to help return AF’s short and medium-haul operations to proftability. Hop! will integrate AF’s three exisiting regional airlines, Britair, Regional and Airlinair, and will start operations on March 31.

The visual identity of the new airline was developed by AF’s agency of record Brandimage, and the airline says it selected the name Hop! as it is a“simple and efcient name, synonymous with mobility and action. The name “HOP!“ evokes rapidity and the ease with which travellers can get from point A to B. Synonymous with agility, HOP! illustrates its capacity to bounce back and adapt to customers’ needs.”

In developing the branding, Brandimage says it took to evoking the brand's characteristics of providing fast and efcient point-to-point services, as well as “flexibility in a creative and playful manner,” through a simple typeface and angled exclamation mark. The agency also created two static ads for Hop! which maintain a playful element through a computer-animated depiction of characters and aircraft. The branding will be applied to all of Hop!'s graphic platforms, including web, print and airport signage.