ANA (re-) launches new carrier, AirJapan

Image explaining the brand elements of AirJapan, courtesy of ANA

…but you will have to wait until the second half of 2023.

Well, in reality, it is possibly not that new, there is already an Air Japan, one of stable of airline brands fully owned by ANA, which include Peach, Solaseed and Air Do. The “old” Air Japan operates charter flights as well as other services for the mainline ANA airline. What is not clear is whether the “new” Air Japan will keep using the same AOC. What seems clear is that the rebranding and operational change will be substantial.

The new AirJapan (more soon on the fact that the two words are written without a space in between!), will operate on international medium-haul markets and in ANA’s words “will offer customers a variety of options in its services rooted in the Japanese culture as well as a comfortable cabin space at an affordable price”.

Although it is not mentioned by name, the rather hyperbolic language used to describe AirJapan’s value proposition - “Where people get more of what they want” and “less of what they don’t” - seems to point towards a hybrid business model, with basic low cost options complemented with a modular approach to ancillaries that enable passengers to customize their experience onboard.

AirJapan also defines itself as “gentle and thoughtful” and in line of Japanese traditions of care. Something that many of us can certainly be onboard with.

The brand identity, by the way designed by the famous Landor agency, aims to reflect this Japanese spirit. Its simplicity of lines (the letter entanglement of the AirJapan logo is an example of this) and soft colours are an example of this.

AirJapan will operate Boeing 787-8 aircraft but no info is known yet about their number or the destinations they will be serving.