New African airline FastJet features parrot identity
SomeOne has branded African budget airline FastJet, using an identity based around an African Grey Parrot.
FastJet, which is backed by easyjet founder Sir Stelios Haji-Ioannou and based in London, will operate across Africa as a low-cost carrier from bases in Kenya, Tanzania, Ghana and Angola.
SomeOne co-founder Simon Manchipp says, ‘They are aiming to do for Africa what low-cost airlines did for Europe. And because it’s run by a London-based team, it will do this with European standards of safety and service.’
He adds, ‘For example on the Dar es Salaam to Nairobi route, a flight at the moment costs around $200 and the other option is to take a bus, which costs $20 but takes more than 14 hours.
‘A FastJet flight between Dar es Salaam and Nairobi will only cost $20.’
The identity for the new airline features an African Grey Parrot, which is used on the plane livery and other touchpoints. Manchipp says, ‘Not only is the African Grey Parrot considered to be one of the most intelligent animals on the planet, in African mythology it’s said to be one on the kindest and most generous-hearted.
‘It’s also a very common family pet across Africa, so it has a real resonance.’
SomeOne, which was appointed to the project following a three-way pitch in the summer, has created an identity which will be used on plane livery, staff uniforms and elsewhere, as well as working on sound design, animation, films, and advertising, with AccessLeoBurnett in Nairobi, Kenya.
FastJet has recently bought African airline Fly540, and the new FastJet identity is set to roll out across this airline’s 10 aircraft.
FastJet chief executive Ed Winter says, ‘We hope that our friendly new mascot and logo will soon become universally recognised as symbols of reliability, efficiency and safety.’
The airline’s website (www.fastjet.com) is set to launch next week, and FastJet’s fleet, which includes three Airbus A319 aircraft, is currently being painted with the new livery prior to going into service. The first FastJet flight is set to take place at the end of the month and the airline is planning to bring in a fleet of 40 planes over the next four years.