Britannia Airways, the UK’s biggest charter airline, began talks with Luxon Carr nearly three years ago, initially with regard to exterior aircraft livery. After extensive research showed that the overall Britannia identity was strong and well liked, attention turned to the on-board brand, Royal Service. Initially introduced to differentiate the airline, it was thought that Royal Service (pictured top right), had outgrown itself and was dominating the Britannia name. It had also developed several incarnations and sub-brands.
Luxon Carr’s task of replacing Royal Service extended to interiors, staff uniforms, on-board literature and television channel idents, meal packs and service, in a bid to present a unified image. Only soft furnishings could be altered, and the client had stipulated that the number of seats in its aircraft could not be reduced to provide more space.
The name 360 was chosen to represent global travel opportunities. A bright colour palette was aimed squarely at British holiday-makers, who make up the vast majority of Britannia passengers. A selection of new seat covers, arranged randomly to provide an informal feel, have been introduced, a theme continued with different coloured cutlery. A children’s brand, called OBK (On Board Kids), was developed to replace the cartoon characters which previously diverted young travellers’ attention.
One of the principal aims of the 360 brand is to reduce the confusion and clutter of brand names involved in booking a holiday. Customers might choose a holiday in a Lunn Poly shop, from a Thomson brochure, be booked on a Britannia flight and then be placed in a Royal Service seat. Launched this week, and installed as aircraft are given their annual service, 360 will be more consistently applied.
Client: Britannia Airways
Consultancy: Luxon Carr