Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Our Work Detail

EXPERTISE

  • Naming

INDUSTRY

  • Hospitality & Real Estate
Contact Us

SkyTeam Brand Identity Strategy

Labbrand successfully creates the Chinese brand identity strategy for SkyTeam and SkyPriority, establishing a caring and luxury value for the brand.

Brand Identity Strategy – SEAMLESS TRAVEL

SkyTeam is a well-known airline alliance company providing comprehensive access to an extensive global network. With 19 airlines and nearly 15000 daily flights in 187 countries, SkyTeam aims to create a more convenient and comfortable experience for passengers. SkyTeam targets high-value customers and created a sub-brand, SkyPriority, focusing on service. SkyPriority offers a high level of comfort and service to guarantee a smoother and simpler journey in the sky.

Brand Identity Strategy – BUILD THE NEW BOND

As more Chinese airlines enter the transportation industry and more Chinese passengers become curious about their options, SkyTeam must reach out to these consumers to create an on-going relationship. SkyTeam came to Labbrand for a suitable Chinese tagline based on its original English one. Additionally, we also created the Chinese brand name for SkyPriority, a VIP program which evokes consumers’ feeling of being respected, rewarded and differentiated from other passengers. 

CARE AND LUXURY IN THE SKY

The final tagline chosen for SkyTeam was: “温馨呵护, 贴心旅程” [wēn xīn hē hù, tiē xīn lǚ chéng]. This Chinese tagline means, “Warm Care, Intimate Journey,” directly corresponding with SkyTeam’s English tagline: “Caring more about you.” The tonality of this tagline is soft and customer-oriented, matching SkyTeam’s brand identity as a caring, kind, attentive, and elegant airline. The symmetrical structure is very common in the Chinese language, making the tagline easier to read and remember.

For SkyPriority, the final Chinese name chosen was “天合优享” [tiān hé yōu xiǎng]. Mirroring the close relationship between the names SkyPriority and SkyTeam, “天合优享” shares its first half from “天合联盟”. 优 [yōu] can be translated into 优秀 (excellent), or 优先 (have priority); 享 means 享受 (enjoy). 优享 can be understood as “have the priority to enjoy the journey or SkyTeam’s service” which corresponds accurately to the English name, perfectly reflecting the brand values: luxury in the sky.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Momento Bilingual Brand Naming and Brand Identity Creation

Embark on a journey of bilingual brand naming with Labbrand, as they craft the Romanic name "Momento," Chinese name 舒享吧 [shū xiǎng bā], and a visually stunning identity s…

Branded Storytelling: A Powerful Articulation of The Refreshed Brand Identity

Known for its bold, contemporary designs, Wolf & Byrd is a luxury womenswear brand in Singapore that offers a harmonious blend of timeless designs and versatile piece…

THOMAS COOK Brand Strategy in China Market

Labbrand helps Thomas Cook, the oldest name in travel, develop a comprehensive local strategy for China. FROM UK TO CHINA As the oldest name in travel, Thomas Cook has hi…

Fenbid: Building a Pain Management Expert Brand with a Unique Visual Brand Language

GSK Fenbid holds a dominant position as the leader in the Oral OTC pain subcategory and ranks third in the broader pain relief category. To further solidify its brand pre…

Velar Chinese Brand Name Creation

Renowned for crafting premium all-wheel-drive vehicles, Land Rover stands as the iconic British car brand. With a fusion of refinement, performance, and unparalleled all-…

HAAGEN-DAZS China Culture Research

Through a semiotic analysis of the target markets, Labbrand helped Häagen-Dazs to discover potential opportunities of its gifting products. China Culture Research - THE H…

OPPLE Brand: OPPLE Visual Identity Creation

Labbrand helped OPPLE brand to optimize its visual identity to facilitate its global expansion. OPPLE Brand - BRIGHTEN UP WORLDWIDE Founded in 1996, OPPLE Lighting is the…

Brand Optimization for FITURE

FITURE, a rising leader in China's smart fitness industry, recognized the need to strengthen its brand awareness, establish brand synergy, and coordinate internal and ext…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject