Labbrand was tasked with reinventing the brand identity of Alitrip, transforming it into Fliggy and developing a comprehensive visual identity system. Fliggy, as an OTA brand of Alibaba, aimed to become the preferred choice for millennials planning their travels, particularly for overseas trips. Labbrand aimed to create a unique and impressive brand image that could differentiate Fliggy in the highly competitive OTA market in China.

Challenge

Labbrand faced the challenge of creating a distinctive brand identity for Fliggy that would stand out in the crowded OTA market. The goal was to capture the attention of millennials and effectively communicate Fliggy’s diverse, convenient, and quality travel-related services.

Solution

Labbrand worked closely with Alibaba to create a distinct and lively brand image for Fliggy. Instead of conventional approaches, Labbrand designed the lovable mascot “Fliggy” as a flying piggy, representing the concept that “traveling is just like being a pig – we eat, sleep, and have fun.” The design featured unique elements like “flying hairs” to depict Fliggy’s dynamic movement against the wind, symbolizing speed and efficiency. Yellow was identified as the main color, with a golden band outlining the Fliggy icon, representing lightning and evoking warmth and inspiration. The pink nose symbolized flushed cheeks of travelers, and the white base represented purity and passion.

Results

The Fliggy brand identity created by Labbrand successfully conveyed a sense of freedom, happiness, and adventure. The logo design, inspired by comic aesthetics and Pop Art, appealed to the younger generation, while the warm color palette represented their passion for life. The versatile and adaptable design allowed for integration with various marketing and co-branding campaigns. In addition to the brand logo and visual identity system, Labbrand developed a range of visual applications, including a brand book, key visuals, co-branding posters, icons, app applications, mascots, and merchandise such as T-shirts.

The new Fliggy brand identity positioned the brand uniquely in the OTA market, attracting the attention of millennials and supporting its goal of becoming a leading choice for travel planning. This Fliggy brand identity creation project demonstrated Labbrand’s expertise in crafting engaging and differentiated brand images, successfully establishing Fliggy’s presence in the highly competitive OTA market in China.