The new low-cost carrier being developed by Japanese carrier All Nippon Airways (ANA) will operate under the brand name Peach Aviation. Known simply as A&F Aviation during its initial start-up phase, the company will launch operations from Osaka Kansai International Airport no later than March 2012. The name Peach was chosen, according to the carrier’s Chief Executive Officer, Shinichi Inoue, for its symbolism as a well-known and much loved fruit that portrays youthfulness, longevity, energy and happiness across Asian countries. “Peach strives to be the airline that represents these traits,” he said at the formal launch of the brand. “Our airline will also reflect the smart sophistication that has come to be represented by the words 'Cool Japan’.”
The airline has already applied for its Air Operator’s Certificate (AOC) and services will be offered from its launch to Sapporo and Fukuoka, with a link to Incheon in South Korea following in May 2012. The brand was developed by Tokyo-based The Brand Architect Group, while the airline’s swirling pink and fuschia livery which will adorn its Airbus A320 fleet was designed Neil M Denari Architects. A proposed uniform, very casual by normal Japanese standards, has also been developed by London-based fashion designer James Wilkie, although the final style has not yet been decided.
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