Bio System launches Hong Kong airline’s global ambitions

Tokyo-based consultancy Bio System has designed the brand identity, aircraft livery and cabin interiors for the global launch of Oasis Hong Kong Airlines.

Owned by Hong Kong investors, the domestic airline is competing to offer long-haul flights at low-fare rates, targeting the budget traveller who travels between Europe and Hong Kong in both economy and business class.

In addition to developing a logo, interiors and brand positioning strategy for the airline, Bio System is also creating the airline’s in-flight products and services.

The visual identity is based on a dynamic set of streaks rendered in the primary colours red and white, which references the colours of the Hong Kong flag. This colour scheme is supported by an additional two shades of orange. The motif is applied to the airline’s tailfin and used throughout the airline’s visual identity system.

‘The client is a low-fare airline, but the brand positioning is not bottom end. The brand identity and cabin interior therefore had to communicate that this is a fresh, new concept for long-haul travel,’ says Daniel Baron, director of branding international at Bio System.

Oasis Hong Kong Airlines will begin flying between Gatwick and Hong Kong in October.