The Joon brand was unveiled in July 2017 before taking to the skies in December.

But just over a year after the venture took off, Air France on Thursday (January 10) confirmed it had launched a project “studying the future of the Joon brand and the integration of Joon employees and aircraft into Air France”.

The decision, said Air France, comes after “much discussion with employees and customers... and in consultation with unions”.

Air France said despite the positive impacts of the Joon project, the brand proved difficult for customers, employees, markets and investors “from the outset”.

“The plurality of brands in the marketplace has created much complexity and unfortunately weakened the power of the Air France brand,” it said in a statement.

Integrating Joon’s operations back into the main Air France brand, it said, would bring many benefits “thanks to fleet, brand and product harmonisation”.

“Managing the operation would be improved through a common fleet of aircraft,” said the airline.

“Air France will also be able to ensure a smooth transition of the Airbus A350, currently on order, to the Air France fleet with a more economical cabin configuration.

“All Joon flights currently sold or for sale would of course be operated by Joon until the project is completed, and then taken over by Air France.

“The simplification of the brand portfolio, while capitalising on the Air France mother brand, is an undeniable asset for our employees, our customers, and indeed all stake holders. It would also enable Air France to complete this integration without impacting the efficiency of the Air France-KLM Group.”

Air France added it wanted to thank the Joon team for their “invaluable contribution” getting the project off the ground and praised their “passion and dedication”.