Brand revamp for Hong Kong's largest budget airline, HK Express. Conceptualised around the smooth, active, yet mesmerising wave-like patterns of air in motion. We call this – Flow. 

The logomark utilizes an 'X' extracted from 'Express,' integrated into the flowing design to evoke a sense of fluidity and dynamism, perfectly aligning with our concept of air in motion. The purple helps us tell a story of creativity and delight, while red offers a welcomed touch of passion. The colours are presented in a gradient to represent a smooth journey in the air. A sans-serif typeface has been chosen for its clearer, sleeker, and more modern look, complementing the overall brand aesthetic.