KLM’s budget UK airline Buzz, which launches next year, is being branded by The Partners, which was appointed as lead consultancy four months ago. The consultancy won a credentials pitch against five others.
The consultancy created the name and identity, having established the base values for the brand. It is now developing aircraft livery, an internal communications programme and brand guidelines for KLM UK.
The KLM Royal Dutch Airlines subsidiary undertook Pan-European research with the consultancy, producing a name to reflect the “buzz” consumers feel when they travel, says The Partners design partner James Beveridge.
“We want Buzz to be different to competitors. We are trying to focus much more on the individual with a sense of fun,” he says.
“We have created an identity that incorporates everything a customer will touch or feel, from the check-in desk to the plane.” Three-dimensional graphics figure extensively.
Buzz will be run as a direct-selling business using telephone or Internet booking. It will also function without tickets, initially serving Berlin, Dusseldorf, Frankfurt, Milan, Paris, Vienna and Lyon. The KLM UK airline service will continue to be run alongside buzz.
KLM’s mainstream services is introducing new in-flight TV branding developed by London on-screen specialist Kemistry.