There are some airline names that we don’t ever really pretend to understand, such as Peach, Wizzair or Mango Airlines, but this latest food stuff name really takes the biscuit. Vanilla Air, the low cost outfit of ANA (sitting alongside sister airline Peach) has just been launched, looking more like the logo of a fabric conditioner than an airline. It’s easy to criticise when speaking from outside the market, but even in Japan’s ever increasingly cool brand conscious image, this name and logo sadly lives up to it’s meaning.
Whilst the airline has yet to showcase their livery, you can most likely expect soft, cute and overly simple graphics to adorn the planes, and looking at the ‘lightness’ of the brand, expect a very white aircraft.
We don’t expect much from this brand, and from the press announcement, it seems even lower cost than Southwest or a certain Irish Airline, with the logo presented on a powerpoint slide show and some pieces of card in a very ‘vanilla’ coloured room.
“We chose vanilla as our brand name because it is popular and loved by everyone in the world,” the airline’s president Tomonori Ishii told reporters in Tokyo. “I think it is a very cute name.” From our perspective, the word ‘loved’ I think is perhaps a little overplayed, instead, the idea of Vanilla gives every one a shrug of their shoulders whilst sighing to themselves “Meh.” We hope for this brand’s sake, they decide to add some other flavours to help liven up their brand, when they announce more about the outfit later this year.