Air France has revealed details about Joon, its new airline aimed primarily at young, digitally connected travelers—the millennial demographic (ages 18–35). The carrier is positioned to reflect the lifestyle and preferences of this group, emphasizing digital services and modern travel experiences.
Joon will begin medium-haul operations this autumn from Paris Charles de Gaulle (CDG), with long-haul routes scheduled to start in summer 2018.
According to Air France, the new brand was developed specifically to address the expectations and aspirations of younger travelers, offering an authentic, connected product that differentiates itself within commercial aviation.
The visual identity and presentation of Joon are distinct from Air France, featuring a separate logo and new flight attendant uniforms to reinforce the brand’s independent image.
“We began by focusing on our target segment, the millennials, and built a brand that resonates with them,” said Caroline Fontaine, Global Brand Vice President at Air France. “Our brief was straightforward: find a name that captures a positive state of mind. This generation influenced the concept strongly—epicurean and connected, they seek to savor moments, look for high-quality experiences, and enjoy sharing them. Joon embodies those values.”
Dominique Wood, Executive Vice President for Brand and Communications at Air France, added: “With Joon, we’ve created a fresh, connected brand that will give the group new momentum. Designed for millennial customers, it will deliver more than just a flight or a fare—Joon will provide a complete travel experience. We will share additional details in September about the brand’s content, products, services, destinations, and fare options.”