Nolinor the well known charter outfit from Canada has created a scheduled offshoot low cost carrier called ‘Off We Go’ or OWG as the livery would have us know.

Apparently launching end of August it’s determined to brush off the Coronavirus stigma facing the travel sector and start affordable flights from its home in Quebec to leisure destinations.


Featuring the 737-400 the carrier will have 158 TiSeat E2 seats by Expliseat which are lightweight but pretty bare bones.

But what we are more puzzled by is the livery which seems to be the offshoot of a thruplet between Southwest, Norwegian and Virgin Atlantic.


Don’t get us wrong, we love this bold graphic and modern look. “Owg” – as it will probably be phonetically known as – ticks all the regular LCC boxes, bright bold colour palette, large billboard writing and fun, quirky approach set the scene for a carrier known for its cheaper price point and no fuss service offering.


But the red nose (similar to Norwegian) and the flying heart symbol ( which looks uncannily like Virgin Atlantic’s Flying Club motif ) seem a little lacking in originality. the positioning of the OWG over the wing means that for many boarding without a jetbridge will have only partial visibility.

“The flight portion of your trip should be an integral part of your vacation,” says Marco Prud’homme, president of the new airline. “Traditional airlines have chosen to cut the quality of their services year after year with no regard for the passenger experience. Our goal is to win the hearts of Quebecers with a new airline whose mission is to get travellers excited again.”

What’s even more bizarre is the airline’s approach to social marketing which right now seems to be based on famous phrases based on heading on adventures, although utilising a Lord of the Rings quote which is perhaps one of the most perilous journeys ever written seems at odds with the ease the carrier is trying to project!

That said we applaud the new carrier for being daring, being bold and smart in its commercial plan to launch. It’s certainly not a boring brand and could be fun to see how it evolves. Off we go!

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Posted by:Jonny Clark

3 replies on “OMG, OWG launches brand image and we’re a bit … WOW

  1. Very cool livery. But being Canadian, I don’t understand why an airline based in French-speaking Quebec would choose to call itself OFF WE GO; much less emblazon their planes with (only) the letters OWG, which will surely mystify most people travelers.

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