I think the CX brand is to not be so ostentatious and flashy in their marketing like some other carriers.. Even in the menus for J and F, rather than using celebrity chefs for PR and as consultants, they tend to just go with recognized but solid restaurants.. Not sure if it's a budget thing or a conscious effort to be less showy..
Having said that, it's always nice to know you are flying on a plane with special livery..