THE LOW COST AIRLINE THAT GIVES YOU MORE
Buzz, KLM’s low cost carrier, offered city centre airports, reserved seats, quality in-flight service and attention to the customer from booking to landing. All with a value price tag.
In a budget sector solely focused on stripping everything to the bare bones, Buzz was operating like a full-price airline in disguise.
• Identity • Communication strategy • Illustration • Through-the-line communications
With its fun, category-challenging name, the first hurdle was to quickly communicate what buzz actually was! This was set straight by creating the friendly little plane icon and adding the strapline ‘the low cost airline that gives you more’ – just to be on the safe side.
Although price can win the head, buzz could not compete on value alone. Be it pleasure or work, the rewards of travel win the heart, so the brand championed the benefits of its destinations as loudly as its low prices.
The identity established a friendly authority, bold and confident but very approachable and giving value a bit of style.